Dell Unveils Unified Branding and 3-Category Lineup at CES 2025; Launches AI Pro Studio

Dell Technologies has announced a streamlined portfolio of devices featuring on-device artificial intelligence (AI) at CES 2025 in Las Vegas on January 6. The company is phasing out familiar branding like Inspiron and XPS, introducing three core PC categories under the unified Dell brand: Dell, Dell Pro, and Dell Pro Max. Each category is tailored to different hardware and performance needs, with Dell branding taking center stage.

New Unified Branding

In a newsroom post, Dell detailed the new lineup:

•Dell: Designed for general use, including play, school, and work.

•Dell Pro: Targeted at users seeking professional-grade productivity.

•Dell Pro Max: Built for maximum performance.

The Dell and Dell Pro categories extend beyond laptops and PCs, covering displays, accessories, and services. However, Dell will retain the Alienware brand for gaming-focused products, which remains a strong industry name.

AI-Powered Devices

Dell also introduced new AI-enabled devices across its Dell, Dell Pro, and Dell Pro Max categories. These come equipped with an in-built neural processing unit (NPU) and Intel Core Ultra Series 2 processors, with AMD Ryzen chip options available.

Dell Pro AI Studio

As part of its AI advancements, Dell launched the Dell Pro AI Studio, an addition to its AI Factory. This toolkit simplifies AI development for PCs by leveraging NPU technology and Dell-validated tools, frameworks, templates, and models. Dell claims the studio can reduce AI software development and deployment times by up to 75%.

The new lineup reflects Dell’s focus on catering to diverse user needs while integrating cutting-edge AI capabilities.