Key takeaways: The emergence of AI-powered toothbrushes with companion apps has brought new privacy concerns to the bathroom:
- These toothbrushes use algorithms, sensors, and processors to gather data on brushing habits, which is synced to apps via Bluetooth or Wi-Fi.
- While marketed as helping improve oral health, there is limited scientific evidence supporting the effectiveness of AI in toothbrushes.
- Companies appear to be more interested in using these devices to source user data and drive product sales through their connected apps.
Underlying factors: Personal care brands are increasingly seeking ways to monetize beyond simply selling products:
- Offering services and gathering user data through app-connected devices allows companies to diversify their business and gain intimate insights into product usage.
- Apps associated with AI toothbrushes often recommend and link to the company’s other products, potentially boosting sales.
Industry examples: Several major brands have introduced AI toothbrushes in recent years:
- Kolibree was the first to announce an “AI toothbrush” in 2017 and now licenses its technology to Colgate.
- Oral-B, Philips, and Oclean also offer AI-powered toothbrushes with companion apps that can recommend and sell products to users.
- Procter & Gamble, owner of Oral-B, has discussed using AI to gather information that could help shape product development.
Broader implications: The rise of AI toothbrushes highlights the growing trend of everyday devices becoming “smart” and connected, often with the underlying goal of gathering valuable user data:
- As more personal care products incorporate AI and connectivity, consumers will need to weigh the potential benefits against privacy concerns.
- Regulators and privacy advocates may need to scrutinize how companies collect, use, and protect the intimate data gathered by devices like AI toothbrushes.
- The long-term implications of corporations having access to detailed data on people’s daily habits, even in the bathroom, remain to be seen.
“AI toothbrushes” are coming for your teeth—and your data
