Why Are AI PC Sales Slower Than Expected?
PC manufacturers expected AI-enabled notebooks to boost their margins significantly. Yet, customer adoption is lagging. The main reasons include higher prices, a lack of compelling AI applications, and uncertainty caused by ongoing tariff discussions. This is especially true in the commercial sector, where companies are still figuring out AI's practical benefits and security implications.
Major brands like Lenovo, HP, and Dell are pushing AI PCs aggressively into sales channels. As a result, buyers are encountering more devices equipped with Neural Processing Units (NPUs). In early Q2, two out of five notebooks sold through distribution channels were AI PCs, according to Context.
Why Customers Are Holding Back
Demand remains slow because businesses don’t see a clear return on investment. Without standout AI applications, many companies hesitate to buy. The commercial sector, in particular, is uncertain about AI's value, relevant software, and what’s allowed under their security policies.
Economic factors also play a role. The slow recovery in European markets, combined with tariff uncertainties, has made smaller organizations cautious about spending. Many are waiting for prices to drop and for the AI PC market to stabilize before upgrading their fleets.
Industry experts point out that the lack of software standards raises the risk of buying an AI PC right now. Conversations at trade shows and among analysts frequently shift from AI opportunities to concerns about tariffs and economic volatility. This has slowed momentum, despite the hype around AI PCs.
Gartner forecasts that pricing will remain a key obstacle. Customers are reluctant to pay more for AI-enabled machines without clear benefits.
Signs of Gradual Adoption
Despite these challenges, AI PC adoption is growing slowly. Next-generation product launches and the increasing inclusion of NPUs in standard models are pushing sales upward. Microsoft is backing AI PCs through its extensive network of third-party suppliers promoting Copilot-enabled devices.
Executives from Dell and HP have reported encouraging signs. Dell's COO noted that while PC refresh cycles are slower, many users are upgrading to Windows 11 PCs with AI capabilities. HP expects AI PCs to make up 25% of its sales by year-end, with prices generally 10-20% higher than standard models.
HP also mentioned more than 100 independent software vendors (ISVs) now offer AI-powered solutions, which should help increase adoption. They anticipate AI PCs will represent half of their portfolio within two years.
Lenovo’s AI Ambitions
Lenovo plans to launch agentic AI features globally soon. One example is Action Assistant, which automates multi-step tasks by converting natural language into actionable steps. This aims to streamline workflows and impress professional users.
However, the biggest sticking point remains price. AI-capable notebooks average around €1,000 in Europe, compared to €500 for traditional models. This gap is narrower—about 15%—when comparing only NPU versus non-NPU devices.
For companies managing large PC fleets, the added cost may be too high right now. Many are choosing to extend support for older systems rather than invest heavily in new AI PCs.
What Sales Professionals Should Take Away
- Focus on clear use cases: Help customers understand specific AI applications that can improve their workflows or security.
- Address price concerns: Emphasize total value over upfront cost, including productivity gains and future-proofing.
- Stay informed on market shifts: Keep an eye on tariff developments and economic trends that influence buying decisions.
- Leverage software partnerships: Highlight the growing ecosystem of AI-enabled applications supporting these devices.
Sales teams who position AI PCs with practical benefits and address buyer hesitation will navigate this slow market better. For those interested in improving their AI sales skills and staying ahead, exploring targeted AI training can be a smart move. Check out Complete AI Training’s courses for sales professionals to sharpen your approach and close more deals.
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