Dell Technologies Inc. is redefining simplicity and performance in the AI PC market. From streamlining product categories to introducing groundbreaking tools, such as the Dell Pro AI Studio, the company is setting the stage for a new era of accessible and future-ready computing, according to Kevin Terwilliger (pictured), vice president and general manager of commercial, consumer and gaming PCs at Dell.

To enhance AI use cases, Dell Pro AI Studio helps organizations tame the challenge of finding and applying the right large language models, Terwilliger added.

Dell’s Kevin Terwilliger talks to theCUBE about what Dell Pro AI Studio has to offer.

“We’ve actually developed what we call Dell Pro AI Studio specifically to help corporations find the right model, be able to train that model independent of the different silicon choices, but then also embed that model into their enterprise application and keep it updated while that model updates,” he said. “Dell knows a lot about updating devices, drivers, bios, all that stuff, so we’ve taken all that learning or helping IT organizations do that with these models targeted specific use cases in their corporation.”

Terwilliger spoke with theCUBE Research’s Savannah Peterson for the Dell Bets Big on AI PCs at CES 2025 event, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed the Dell Pro AI Studio and how Dell is tackling customer confusion, fostering innovation and preparing businesses for a rapidly evolving tech landscape. (* Disclosure below.)

Demystifying the Dell Pro AI Studio innovation

Dell Pro AI Studio aims to improve AI outcomes by integrating the critical element of time. Its comprehensive solution simplifies complex processes, fostering innovation and boosting productivity, as demonstrated by Dell AI Factory, Terwilliger pointed out.

New Dell branding introduces three PC categories

“I think the thing you’re going to see from us at Dell Tech World is going to be this Dell Pro AI Studio actually translated into specific customer examples of how we enable them to get to outcomes in just six weeks, shifting away from all those nuances and all that complexity,” he said. “I think the industry is waiting for the demonstration of those outcomes. We’re the only ones that are leading in AI in the data center, leading in AI with the largest share of AI PCs, so it’s up to us to help those customers tie all that together and use these models to get to outcomes much faster.”

Dell takes a fresh approach to enhancing the customer experience and simplifying technology choices with its streamlined branding. This effort has led to the introduction of the Dell, Dell Pro, and Dell Pro Max series, according to Terwilliger.

“It really starts with branding strategy, following product strategy, and if we go back two and a half years, we embarked on trying to redefine our product portfolio and dedupe it,” he said. “Those simple categories are Dell, which is a very known brand that is for play and school and work, very diverse in its use cases. Then we add the Pro moniker specifically for professional grade. Then for people who have the use case of maximum performance, they know where to go in Dell Pro Max, and so we built out those categories.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE Research’s coverage of the Dell Bets Big on AI PCs at CES 2025 event: 

(* Disclosure: TheCUBE is a paid media partner for the Dell Bets Big on AI PCs at CES 2025 event. Neither Dell Technologies Inc., the sponsor of theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE