At CES 2026, Intel executives acknowledged a significant disconnect: despite years of industry hype, average consumers show little enthusiasm for the “AI PC” concept. This candid admission marks a notable shift from the chip giant’s ambitious proclamations just two years prior, prompting a re-evaluation of how on-device AI will integrate into personal computing.
Back at CES 2024, Intel had boldly declared the “age of the AI PC” had arrived, positioning its Core Ultra processors as the vanguard of a new era. Executives like Michelle Johnston Holthaus, then CEO of products, proclaimed that AI would “fundamentally transform, reshape, and reimagine the PC experience,” emphasizing widespread on-device AI capabilities.
However, the narrative has evolved. Rather than a standalone revolution, Intel now sees its PC processors playing a more supportive role, augmenting cloud-based AI tools. This pivot highlights a pragmatic return to core user demands, with the company emphasizing traditional metrics like performance and battery life, as reported by Fast Company.
The consumer disconnect on AI PCs
The shift in Intel’s messaging stems directly from a lukewarm consumer reception. David Feng, VP/GM for Intel’s PC client segments, openly discussed this “disconnect” between industry insiders, who envision future technological leaps, and the general public, who have yet to grasp the tangible benefits of AI PCs. This gap in perception underscores a crucial challenge for tech companies: translating advanced capabilities into compelling user value.
For many, the promise of on-device AI remains abstract, failing to address immediate computing needs. While AI can enhance tasks like video editing or specialized software, everyday users often prioritize reliability, speed, and battery longevity. Jim Johnson, head of Intel’s Client Computing Group, reinforced this sentiment at CES 2026, stating that “fundamentals still matter” amidst all the excitement surrounding AI innovations.
This reality check isn’t unique to Intel. Other tech giants are also grappling with how to make AI feel indispensable on personal devices. A recent Gartner report from late 2023 predicted AI would be mainstream by 2026, but also highlighted the need for clear use cases to drive adoption. Without clear, compelling applications that justify a premium or an upgrade, the “AI PC” risks becoming just another marketing buzzword.
Bridging the gap: future of on-device AI
Despite the current consumer indifference, the long-term potential of on-device AI remains significant. The ability to process data locally offers advantages in privacy, security, and responsiveness, especially for sensitive applications. Chip manufacturers continue to invest heavily in neural processing units (NPUs) and optimized silicon, believing that practical applications will eventually emerge as software developers leverage these capabilities more effectively.
Industry analysts suggest that the true value of AI PCs might manifest gradually, perhaps through seamless integration with existing software or by enabling entirely new experiences that are not yet fully conceived. For instance, enhanced generative AI features for creative professionals or highly personalized user interfaces could eventually resonate with specific segments. A Microsoft initiative around Copilot+ PCs, for example, aims to integrate AI more deeply into the Windows experience, showcasing potential future directions.
The challenge lies in moving beyond theoretical advantages to demonstrable, everyday improvements that justify an upgrade cycle. As Intel recalibrates its strategy, the focus will likely shift towards collaborating with software developers to unlock these “killer apps” that genuinely enhance user productivity, creativity, or convenience. This cooperative approach is essential for AI PCs to move from a niche interest to a mainstream necessity.
Intel’s frank acknowledgment of consumer disinterest in AI PCs, for now, is a crucial moment for the tech industry. It signals a necessary pivot from speculative hype to a more grounded approach, emphasizing fundamental performance and practical applications. The future success of on-device AI hinges not on abstract promises, but on delivering tangible value that genuinely improves the user experience, making AI an invisible, indispensable part of personal computing rather than a standalone selling point.
