Dell Technologies World 2025 | Kevin Terwilliger & Jon Siegal, Dell Technologies

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Kevin Terwilliger

VP & GM of Commercial, Consumer, & Gaming PCs

Dell Technologies

Jon Siegal

SVP, Product Marketing

Dell Technologies

play_circle_outline Dell Pro AI Studio accelerating deployment and enabling workloads on various NPUs

play_circle_outline Dell Pro Max with Qualcomm AI 100 NPU achieving 109 billion parameter model

play_circle_outline Future-proofing PCs with next-gen architecture and advancements in battery life.

play_circle_outline Transforming Workflows: Dell Pro AI Studio's Goals, Automation Potential, and Seamless Deployment Success Stories

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Kevin Terwilliger & Jon Siegal, Dell Technologies

Kevin Terwilliger

VP & GM of Commercial, Consumer, & Gaming PCs Dell Technologies

Jon Siegal

SVP, Product Marketing Dell Technologies

Kevin Terwilliger, vice president and general manager of commercial, consumer and gaming PCs at Dell Technologies Inc., and Jon Siegal, senior vice president of Dell portfolio marketing at Dell Technologies Inc., join theCUBE’s Dave Vellante and Savannah Peterson at Dell Technologies World 2025 to discuss Dell’s rebranding strategy and AI-powered PC innovation. Their conversation explores how Dell is streamlining user choices while pushing boundaries in personal computing.

Terwilliger and Siegal highlight new offerings such as Dell Pro and Dell Pro M... Read more

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What advancements in productivity are being made possible through AI development, particularly in relation to models with billions or even trillions of parameters? add

What technology tool was used to move from one NPU to another in just two minutes? add

What are the capabilities of the next-gen architecture in PCs and the importance of future-proofing technology for customers? add

What are some of the key goals for the company in terms of helping customers with AI applications and deployment? add

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Kevin Terwilliger & Jon Siegal, Dell Technologies

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Savannah Peterson

>> Good afternoon, Dell fans, and welcome back to beautiful Las Vegas, Nevada. We're here coming to the end of day two of our three days of coverage on theCUBE. My name is Savannah Peterson and bringing you the best and brightest here with Dave Vellante all week. You're having a little machine party over there.

Dave Vellante

>> Joys, no choice.

Savannah Peterson

>> Yeah. Yeah. I know. Yeah. I've been joking that you have your little kid smile on today because I can tell you're having a good day and now you've got all your little shiny things.

Dave Vellante

>> Absolutely. Yeah.

Savannah Peterson

>> Speaking of those shiny things, let's welcome the gentlemen who'll bring us those shiny things. Kevin and John, thank you so much for being here.

Kevin Terwilliger

>> Thanks for having us.

Jon Siegal

>> Yeah. Thanks for having us.

Savannah Peterson

>> Always a joy. Last time we got to kick it, maybe pun intended there since we're sneaker heads, was back in New York for our CES preview, very big announcements that came out that week and, we haven't talked about this at all so I'm going to let you start with this one, John. You all announced simplified branding and I'm real curious to hear what the reception's been like, particularly as you roll out all the new AI PCs.

Jon Siegal

>> Yeah. That's a great question. Listen, the reception's been fantastic. As you recall, it was January, so four or five months now that it's been out in the market and the reception's been very, very strong. In fact, we did a customer survey recently and 90% of the customers agreed that they had a very positive perception of the branding.

Savannah Peterson

>> That's a huge number.

Jon Siegal

>> Enormous.

Savannah Peterson

>> I mean, respectfully, survey respondents aren't always the first to be like, "Wow. That's so great. You changed a thing about the brand." Normally people are a little old school brand loyal sometimes. Yeah.

Jon Siegal

>> Yeah. Look, the goal of this was really to make it simpler for our customers to find the perfect device and we knew that, for some of our existing customers, it would take a little bit more of a journey but we've really provided the tools for our customers and for our sellers and our channel partners to make it simpler more than anything else. And so, Dell, Dell Pro, Dell Pro Max, I mean, the power of three, I think the simplicity of that, has really resonated. People really remember things in threes.

Savannah Peterson

>> There's psychology behind that. There's a lot of psychology behind that.

Jon Siegal

>> Yeah. So, I mean Dell for everyday use. Dell Pro, the Pro, is really stuck really well is professional grade. And then, Dell Pro Max, the max in maximum performance which, of course, is our formerly Precision Workstations. Those concepts have just really stuck really well. And, of course, we simplified more than that. We have tiers as well. And, I think what our customers appreciated is not only did we simplify the PC portfolio, but we simplified our entire PC ecosystem portfolio, including our displays and client peripherals as well. So, we made it simpler, not just to find that to buy the right PC, but to also buy the right corresponding accessories along with it that are going to work well together seamlessly.

Savannah Peterson

>> Wasn't even thinking about the accessory thing. That's such a good point.

Jon Siegal

>> Yeah. Accessories is a big part of this and we've now made it easier to manage all Dell accessories seamlessly as one, integrated with our PC experience so-

Dave Vellante

>> All while expanding the breadth of your silicons as well, right?

Jon Siegal

>> That's right. Yeah.

Kevin Terwilliger

>> Correct.

Dave Vellante

>> So, to your last point about simplifying it, you had that dynamic pulling in one direction but you had to simplify and maybe abstract for developers. That had to take some thought.

Kevin Terwilliger

>> Yeah. And, honestly, that led us to that simplification as well. We knew that the choice was going to be harder when they get down to the actual device, the choice of the right silicon for them, their priorities around multi-thread or battery life or AI, what's the right size NPU, so we wanted to get them to the right device faster. But, last time we talked, back in December, we talked about bringing AMD into our portfolio, we talked about launching the broadest portfolio of Intel's Lunar Lake chips. So now, here we are in May, we brought all that into the market in March. We launched our whole portfolio because we wanted to be out in front, giving our customers the whole consideration set, helping them make the right choice for the refresh because they are setting their standards now for the years to come.

Dave Vellante

>> Well, and you got Windows 10-

Savannah Peterson

>> Sunset....

Dave Vellante

>> is what? October?

Kevin Terwilliger

>> Yep. October.

Savannah Peterson

>> Yeah.

Dave Vellante

>> That's a big date.

Kevin Terwilliger

>> Yes.

Jon Siegal

>> Yes. That has been a date and certainly, we've been helping a lot of our customers through that and making as simple as possible and that's why the timing of this new branding was really critical as well to educate our customers, especially our commercial customers, on that transition to ensure they could, based on their use cases, find that right PC.

Dave Vellante

>> So, they knew this was coming and then AI PCs, they keep getting better and better so that kind of crossover point but now, it's like the clock's ticking, right? They've got to make a move here. So, what are those conversations like?

Jon Siegal

>> Yeah. Certainly some compounding factors, right?

Kevin Terwilliger

>> Yeah. Right. So, obviously you have the Windows 10 end of service in October. That's a big decision, getting through that refresh. You have AI PC landing on top of that, and then you layer on top of that the silicon innovation. The awesome part is, we have multiple great parts. The competition within the silicon landscape actually results in a tremendous leap forward for the end user. You look even just over the course of two years, a Raptor Lake to a Lunar Lake, it's 2x the battery life, 2.5x the graphics, 50% better performance. These are massive gains-

Savannah Peterson

>> These are leaps and bounds, not just an incremental switch.

Kevin Terwilliger

>> And, the cool thing is that competition, you look out on the road maps and you see new process nodes coming faster and all that translates into a better experience for the end user and most likely a faster refresh for them as well. No longer will people be comfortable or satisfied with a 4-year-old PC when they can experience these huge leaps forward.

Dave Vellante

>> So, I'm curious as to... So, we did some research a while ago for Breaking Analysis. There were only two sustained periods, post-World War II, of positive productivity growth, significantly higher productivity growth, for the better part of a decade. It was in the fifties when manufacturing was really taking off-

Savannah Peterson

>> Oh, interesting research. I love that you did this....

Dave Vellante

>> and it was in the nineties with the first PC wave. I mean, it started in the eighties but it really kicked in. And, since then, productivity's kind of lagged and now we're kind of waiting. And so, I'm interested in the use cases that you see coming that could potentially drive that next productivity boom, which is not just PCs, it's AI factories, it's AI at the edge, it's AI, as John would say, everywhere, all at once. Thoughts on the use cases that are maybe novel and maybe driving some of this new productivity?

Jon Siegal

>> You want to start?

Kevin Terwilliger

>> Go ahead. Yeah.

Jon Siegal

>> Well, I think, first of all, one of the maybe be less sexy use cases, but I think it's going to be a great use case, it's going to be around agentic AI and the use of agentic AI to actually help drive a better experience for the customer in terms of providing, at the end of the day, better health so it's a healthier PC. So, what we can use is using agentic AI and using different agents, can go out and actually figure out what is wrong with the PC in a certain case and actually go ahead and resolve it and remediate and, if you choose, fix it. This is something we're actually demonstrating right now on the show floor, is an agentic AI demo demonstrating a self-healing PC and this is something that we are-

Savannah Peterson

>> That's a very cool concept....

Jon Siegal

>> we are looking at right now, and this is in the not-too-distant future, a capability that customers are going to be able to benefit from. A self-healing PC might not be the first use case you think about but, if a customer thinks when they buy a PC, they just know it's going to work and if there's an issue, it's going to get fixed, is that not peace of mind?

Dave Vellante

>> I love this use case because it's a bad day when you have a problem with your most important device-

Savannah Peterson

>> With you or your team. If your whole team, sometimes-

Dave Vellante

>> It's a productivity killer.

Savannah Peterson

>> Well, yeah, exactly. And, I think it-

Dave Vellante

>> It really is so I love that one.

Savannah Peterson

>> Well, and that's actually how you make productivity sexy, is if you don't have to deal with the messy details or waste time like that, it's less-

Jon Siegal

>> That's right. You get time back plus you get feel better about it too. You're not stressed out of your mind trying to fix a PC issue-

Savannah Peterson

>> Lower anxiety.

Jon Siegal

>> Lower anxiety, so we're all about that.

Savannah Peterson

>> Yeah. I think that's great. Kevin, I've got a question.

Kevin Terwilliger

>> Can I add on one more example?

Savannah Peterson

>> Yes, please. Of course you can.

Kevin Terwilliger

>> Okay.

Savannah Peterson

>> We like all the examples.

Kevin Terwilliger

>> From a productivity perspective, you think about the amount of AI development that's happening. And so, another great space where we're seeing this advancement in productivity, we made some announcements with NVIDIA back at GTC around the Dell Pro Max with GB10 and the Dell Pro Max with GB300. You think about productivity gains, what that's capable of is enabling a 200 billion parameter model in a little handheld. Basically it's in the palm of your hand. So, for a developer getting started and accelerating that, then you scale up to the larger GB300. That's capable of a trillion parameter model desk side, right?

Savannah Peterson

>> Which is insane to think about.

Kevin Terwilliger

>> It is insane.

Savannah Peterson

>> It's absolutely insane.

Kevin Terwilliger

>> The speed of innovation there and the enablement of a developer to be able to go and get to AI outcomes faster. They're not dependent on waiting for deployments in the data center or some of those things. They can do that desk side.

Savannah Peterson

>> Yeah. And, they can do that anywhere on the planet. I mean, that's really cool too. We're going to get this processing power into places that hasn't been before on the edge, which is also super thrilling. Kevin, I want to follow up with a part of our conversation from back in December. So, I was excited. I was asking you what you hoped to be able to tell me when we were sitting here right now and we were talking about the Dell Pro AI Studio and some of the potential to achieve customer outcomes, and you gave a very specific number, within six weeks. What sort of things are you seeing? Give us the update.

Kevin Terwilliger

>> Oh, I love this question. I can actually report back success.

Savannah Peterson

>> Yay.

Kevin Terwilliger

>> So, we did-

Savannah Peterson

>> You both get a gold star today? John reported back success earlier today. 10 out of 10 gentlemen, 10 out of 10.

Kevin Terwilliger

>> So, we completed GA, general availability, of Dell Pro AI Studio earlier this week so it's available to all of our customers. But, I can just tell you some of our beta customers that we've been working with. Actually, Deloitte is here showcasing how they've been starting to work with the Dell Pro AI Studio and some of their tools that they're enabling their consultants around, how that's speeding up their deployment. But, I've got a really, really good example. There's a partner we work with, AnythingLLM, and they actually started by tuning for a specific piece of silicon and what they told us is it took them three months to tune their model to run on top of that NPU. They didn't have Dell AI Studio at that time. And, they were only doing it for one at a time. It was a ton of work. And so, they went through that whole process and then we actually started connecting with them and we gave them this toolkit, giving them the framework to be able to move that same code base onto multiple different NPUs. They did it in two minutes.

Savannah Peterson

>> What?

Kevin Terwilliger

>> So, they moved it from the original NPU to that next NPU in two minutes using Dell Pro AI Studio.

Savannah Peterson

>> Okay. That is a significant-

Kevin Terwilliger

>> Significant. So, you think about the logjam in the industry of being able to enable these workloads to run on, whether it's NPU, we also use Dell AI Studio to run on GPU and other things as well and so, we're working with our partners to accelerate that speed significantly. But, the cooler thing, I think, is all of our customers that we're helping along this journey. Dell is in a unique position that we've been learning. We are drinking our own champagne using Dell Pro AI Studio to advance many of the use cases we've been talking about here this week. Things like we call Next Best Action, a tool set for our tech support agents to be able to know what action to take next if a customer were to call in with an issue. And so, we've been using this internally now we're turning around and helping our enterprise customers be able to attack their specific use case with their data and run that local. They're all convinced that running it local is the right thing to do, they just don't know how and, with this tool kit, we can accelerate it and then they can manage it as they roll it out in their fleet.

Savannah Peterson

>> That's awesome.

Dave Vellante

>> I first heard you talk about Dell Pro AI Studio in, I think it was November, at Summit. I am not sure if you had released it yet. I don't-

Kevin Terwilliger

>> It's available now this week. Oh, that's exciting.

Dave Vellante

>> And, I remember asking you, what kind of overhead does that bring to the table? And, it was either very little or de minimis, right? So, it really just abstracts, for the developer, the underlying silicon and with virtually no overhead for the user.

Kevin Terwilliger

>> Exactly. It takes away the need to go and tune it for multiple different pieces of silicon. I'd love to give you another great example. So, this week we also announced the Dell Pro Max with the new Qualcomm AI 100 discrete NPU. We were able to do that because of that Dell AI Studio. We were able to take that additional piece of hardware capability and bring it into that ecosystem so we can move models to run on top of that. And, get this, we actually took the Llama 4 Scout model, it's 109 billion parameter model, and we can run it on top of a mobile form factor. First time ever-

Savannah Peterson

>> Wow....

Kevin Terwilliger

>> to have that kind of fidelity of a model, not desk side, not in the data center, but running on a mobile workstation. Pretty impressive.

Savannah Peterson

>> That's super impressive. That's going to make a big difference in a lot of different instances.

Jon Siegal

>> Well, think of the use cases, right?

Savannah Peterson

>> Yeah. Exactly.

Jon Siegal

>> I mean, Sam Bird illuminated one of those on stage about, we've been working with Northwestern Medical and they're basically exploring how can they enable radiologists to go into urban areas, taking the model, the model that they've built already from a radiologist perspective to interpret X-rays, throw it in their backpack and take it to a remote area where there's spotty connectivity. So, the sky's the limit, if you will. I mean, this is so new. We just announced it obviously, and we're just really excited about the possible use cases across several vertical markets.

Savannah Peterson

>> Zero question in my mind that there's going to be some awesome stories I get to say on this stage. All right, gentlemen, final question for you, and I have a slight variation for you, John, so you're not answering the same thing twice, but since this worked out so well for you last time, Kevin, what do you hope to be able to say when we're at the CES preview in six months that you can't yet say today?

Kevin Terwilliger

>> Wow, that's a good one. Really excited about the portfolio we have today, right? I think, as an industry, we've been alluding to a lot of things coming, and so the biggest thing I want our customers to be aware of is, it's here now, the capabilities that they need and it's in the perfect time for the refresh. And so, what I hope to be able to report back to you is to show you the mix of PCs that have moved to this next-gen architecture because it's so, so important that our customers understand that getting to 40 plus tops, having that capability, future-proofing around these workloads that are coming is going to guarantee them that PC today, that day one experience is awesome, but actually the year three experience is what they should worry more about. And so, future-proofing that, I'd love to report back that we've helped our customers go and get to that latest technology. AI's awesome though but, again, that leap forward from a silicon innovation perspective is maybe even more impressive. So, Savannah, you were telling me beforehand, you've been using the Pro Premium here on this stage for a day and a half. How much battery life do you have left?

Savannah Peterson

>> I still have 27% battery right now which is wild.

Kevin Terwilliger

>> 27% battery after a day and a half on this stage-

Savannah Peterson

>> And, yeah. I mean, this has been my entire Las Vegas trip so this is three full days. This is working on the plane, this is doing things on my way here. This is no joke. I have never worked with a machine that would last as long as my brain and charisma can and now, here we are.

Kevin Terwilliger

>> I'm going to report back to you at CES that we led the industry in those new architectures and helped our customers adopt those and deploy those in their fleet just in the right time for the PC refresh.

Savannah Peterson

>> I have no doubt you will, Kevin, and I look forward to talking about it.

Kevin Terwilliger

>> This is the use case that resonates the most with our customers right now. It really is the battery life.

Dave Vellante

>> I'll bet.

Kevin Terwilliger

>> And, you're experiencing it. Thank you for sharing.

Dave Vellante

>> It's so dramatically different.

Kevin Terwilliger

>> Right?

Savannah Peterson

>> Yeah.

Kevin Terwilliger

>> Yeah, but much, much better PCs and much better experiences overall in addition to all the other great qualities you're going to get.

Savannah Peterson

>> Yeah. All right, so my question for you, because I'm not going to let you off here-

Dave Vellante

>> She's got twist.

Savannah Peterson

>> Yeah. I've got a twist, since you gave me your and you got lucky with the customer story situation earlier today. So, what do you hope to be able to say about the Dell Pro AI Studio, because now that that's coming out this week, we're hitting the ground running. What are you going to tell me about that in six, seven months?

Jon Siegal

>> Well, first of all, we're going to have hundreds of customers that we have helped, and I think that's key. I mean, right now we're in the early stages. As you know, we just announced it. We've been working with some really early customers, but helping hundreds of customers, and make it simple for them to not just build an AI application, but making it seamless to deploy it across their fleet. That is a big goal for us. And, we think that right now the AI era is here, it's early innings in terms of customers building their own AI applications that are leveraging their own data. I think this is going to flip, I think next year it's going to be completely different and they'll be using the Dell AI studio to create the next agentic AI applications to automating their workflows.

Savannah Peterson

>> I think you're absolutely right. It was a real light bulb moment for me when we were in New York and Mark talked me through the AI Studio and I thought, "Oh, this is one of those tipping points where we'll start to see the rubber really hit the road." Kevin and John, thank you so much. It's always such a joy to spend time with y'all.

Kevin Terwilliger

>> Thanks for having us.

Savannah Peterson

>> Thanks for having us.

Dave Vellante

>> Great to have you guys. Thank you.

Savannah Peterson

>> It's my pleasure and bringing the kick game. Hopefully you can't see his kicks on this one, but if you want to see what we're talking about, you can check out our AIPC coverage from back in January and you can see Kevin's shoes because they are on the table along with mine actually. We're big Nike fans. Anyway, thank you, Dave, as well. And, thank all of you for tuning in. It's the end of day two at Dell Tech World. We're here in Las Vegas, Nevada. My name's Savannah Peterson. You're watching theCUBE, the leading source for enterprise tech news.