KEY TAKEAWAYS

• Manufacturer-Driven Growth – AI PC sales are rising due to industry push, not strong consumer demand.
• High-End AI PCs Struggle – Premium models face slow adoption due to high prices, unclear benefits, and compatibility issues.
• User Value is Key – AI PCs will succeed when they prove real productivity benefits, driving genuine demand.

The AI PC market evolution is well underway, but is it genuinely being driven by demand? We take a look at how the dynamic is being accelerated by the industry itself as chip manufacturers go to market with AI–capable processors, ensuring adoption grows regardless of immediate consumer appetite.

At the beginning of 2025, AI PCs—defined as devices with system-on-chips (SOCs) integrating AI accelerators such as neural processing units (NPUs)—accounted for nearly 40% of notebooks sold through the largest European distributors. This is according to our latest market intelligence.

A year ago, this figure stood at just 10%. The rapid growth is clear, but the driving force behind it is not overwhelming consumer demand. Rather, it is the availability of AI-capable chipsets, as more manufacturers integrate these into new notebook models. The rise in adoption is a by-product of product rollouts rather than a surge in users actively seeking AI-powered features.

High-performance AI PCs, particularly those classified under Microsoft’s Copilot+ category with NPUs of 40 TOPS or more, tell a different story. Since their launch in mid-2024, their adoption has remained sluggish, hovering at just 5% of AI PC sales. Unlike mainstream AI PCs, which benefit from a steady push in availability, Copilot+ products have struggled to find a foothold in the market.

There are several factors holding back their wider adoption. The first is price. Copilot+ devices carry a significant premium, but the added value they offer is still not clearly defined. While AI capabilities sound impressive, consumers and businesses alike remain unsure of how these features will genuinely enhance their computing experience. This lack of clarity, combined with tight budgets, means there is little urgency to invest in these premium devices. Beyond cost concerns, there are lingering questions over compatibility. The first wave of Copilot+ PCs is powered by Qualcomm’s Snapdragon X processor, which is ARM-based, whereas the majority of commercial users rely on Intel and AMD’s x86-based architecture. This presents potential software compatibility issues, particularly for enterprises reliant on legacy applications.

Despite these challenges, Copilot+ adoption is expected to rise, albeit gradually. Recent chip launches signal a shift in the market. Qualcomm’s latest Snapdragon X   releases are targeting lower price points, which should help make high-performance AI PCs more accessible. Software compatibility issues will be resolved over time. Intel and AMD have also entered the Copilot+ space with new AI-capable chips, including designs specifically aimed at commercial users.

The true test for AI PCs will be how their capabilities evolve to meet user needs. As the industry refines AI applications, a clearer picture of how these machines will enhance productivity and collaboration should emerge. This year is likely to bring progress in understanding AI PC functionality, with 2026 expected to see a shift from passive adoption to genuine consumer demand. The AI PC revolution is inevitable, but it is still waiting for its defining moment.

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