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It's also very likely that they have a significant amount of corporate customers actively saying they won't purchase AI-oriented hardware for security reasons, so they're trying to spin the consumer angle publicly to try and grab the holdouts everyone else is obviously abandoning/ignoring as a side effect. That may be giving them too much credit, but despite just being okay at just about everything, they're still one of the large OEMs that has survived.
This also makes sense. Dell is massive in the dataceneters. As a consultant I've worked with Dell hardware far more than anything else. I will say, just about every customer I've worked with is interested in AI, but they want to run their own models, not some half baked thing from Dell.