AI‑First Messaging Rollback

Hardware vendors are shifting from an 'AI‑first' marketing posture toward outcome‑focused messaging after learning that consumers find AI framing confusing and not a primary purchase driver. Companies may still include AI silicon (NPUs) in products but emphasize tangible benefits (battery life, form factor, workflow gains) rather than selling AI as the headline differentiator. — If widespread, this marketing pivot reshapes adoption signals, investor expectations for AI monetization, and the political economy of AI hype versus real consumer value.