AI-capable notebooks make up 31% of UK retail sales in August

AI-capable notebooks made up over 31% of retail notebook sales in the UK during August 2025, according to new data from CONTEXT.

The figures reflect a significant increase compared with August 2024, when only 18.7% of all notebook sales fell into the AI-capable category. According to CONTEXT, AI-capable notebooks are defined as those equipped with an integrated Neural Processing Unit (NPU), a hardware feature designed to support artificial intelligence applications directly on the device.

This shift comes as unit sales of AI-capable notebooks have risen over the last 12 months, while sales of non-NPU notebooks have remained largely constant. The data suggests a clear move among consumers towards devices that offer additional capabilities through AI integration.

Copilot+ PCs trend

A notable contributor to this trend is the increasing popularity of next-generation AI PCs, specifically those marketed as Copilot+ PCs. In August, these devices represented 30% of all AI-capable notebook sales in the retail sector, climbing from a 19% share in July, the figures show. This has been supported by a wider selection of models on the market and more varied price points, making AI-capable devices accessible to a broader range of consumers.

Marie-Christine Pygott, Senior Analyst at CONTEXT, explained the implications for the market as these devices move beyond niche status.

"AI-capable notebooks are no longer a premium niche, they are moving towards the mainstream," said Marie-Christine Pygott, Senior Analyst at CONTEXT. "Regarding Copilot+ PCs, they are beginning to find their footing in the consumer market. We see a lot of price adjustments and an increasing selection of available models. But the rising uptake could also signal that shoppers are starting to appreciate the practical benefits of these devices. With consumer awareness growing and vendors doubling down on AI-focused marketing, momentum is only set to build as we head into the critical Q4 period."

Industry context

The growing uptake of AI-capable notebooks coincides with a period of change for the personal computing industry. Microsoft will end support for Windows 10 in October 2025, prompting expectations that both consumers and businesses will look to upgrade devices to maintain security and access to new features.

Retailers are promoting AI-capable notebooks as a logical choice for those needing to replace or upgrade existing computers, presenting them as a step towards 'future-proofing' thanks to their AI capabilities and additional performance enhancements.

Marie-Christine Pygott commented on this transition and the outlook as retailers and manufacturers invest further in AI as a differentiating feature.

"Retailers and manufacturers are framing AI as the next big leap in personal computing," added Marie-Christine. "As new AI-enhanced applications roll out and Copilot+ branding gains recognition, we expect adoption rates to climb even higher."

Outlook

The CONTEXT report indicates that as consumer awareness of AI in personal computing grows and as more devices meeting these specifications come onto the market, adoption levels are set to increase further, particularly during the final quarter of 2025.