Dell Technologies has unveiled a streamlined portfolio of devices featuring on-device artificial intelligence (AI) capabilities during the Consumer Electronics Show (CES) 2025, held in Las Vegas on January 6. The company has eliminated existing brand names such as Inspiron and XPS, opting instead for a straightforward Dell branding strategy, categorized into three segments: Dell, Dell Pro, and Dell Pro Max. Each category is tailored to meet varying hardware needs of users.
Dell’s New Unified Branding
The new branding initiative was detailed in a newsroom announcement from the company. Devices under the Dell brand are intended for casual use, education, and professional environments. Conversely, Dell Pro devices are aimed at users who require enhanced productivity, while Dell Pro Max is tailored for those pursuing peak performance.
The product lines under Dell and Dell Pro encompass not only laptops and desktop computers but also include displays, accessories, and related services, as stated by the company.
Despite the shift in branding for its mainstream devices, Dell confirmed it will maintain the Alienware name for its gaming-focused laptops, desktops, and peripherals, which have become a recognized benchmark in the gaming industry.
Other Dell Products
At CES 2025, Dell also introduced a range of devices within its AI PC offerings across the Dell, Dell Pro, and Dell Pro Max categories. The new Dell AI PCs are equipped with an integrated neural processing unit (NPU) and Intel’s Core Ultra Series 2 processors, with the option for consumers to choose AMD configurations featuring Ryzen chips.
The latest innovation, the Dell Pro AI Studio, has been launched as part of the Dell AI Factory, aimed at simplifying the AI development process for PCs. This AI toolkit utilizes NPU technology and includes a suite of Dell-validated tools, frameworks, templates, and models. The company asserts that developers and IT administrators can efficiently build and manage AI software, regardless of the hardware in use.
According to Dell, the Pro AI Studio is designed to reduce development and deployment times by up to 75 percent.
