As we're currently seeing with AI, when a new technology becomes buzzy, companies will do almost anything to cram that tech into their products. Trends fade, however, and corporate priorities shift--resulting in bricked gadgets and buyer's remorse. That's what's happening to some who bought Oral-B toothbrushes with Amazon Alexa built in. Oral-B released the Guide for 230 in August 2020 but bricked the ability to set up or reconfigure Alexa on the product this February. As of this writing, the Guide is still available through a third-party Amazon seller.

Artificial intelligence has gone from science-fiction to integrating itself closely with modern-day products of all kinds, and now AI has made its way into toothbrushes. Announced at this year's Mobile World Congress, dental brand Oral-B has unveiled its latest addition to its iO range -- the Oral-B iO with iOSense. So what can an artificially-intelligent toothbrush do? The Oral-B iO 10 with iOSense offers a "personalized brushing experience" by offering features such as providing a timer for the optimal brushing time, along with a wi-fi clock that acts as a guide. Powered by the company's iOSense technology, it also offers lights to help users see and brush more thoroughly, and accurately.

The Oral-B GENIUS X with Artificial Intelligence helps you brush for the right amount of time without too much pressure regardless of your individual brushing style so you get your best results every day. Oral-B has created an algorithm from more than 2,000 brushing sessions to gain exclusive insights into brushing behaviors from around the world. The data shows that everyone has a unique brushing style– almost like a thumb print. To ensure Oral-B is providing consumers with optimal care no matter their brushing style, the GENIUS X comes to market as the smartest power brush available in our line-up, guiding users through a connected app, which offers personalized feedback on the regions of the mouth that require additional attention. "By deepening our understanding of consumer behavior across 60 countries, Oral-B has been able to design products & experiences that help coach consumers to build healthier brushing behaviors," said Carlos De Jesus, vice president, North America Oral Care, Procter & Gamble.

It's a common psychological phenomenon: repeat any word enough times, and it eventually loses all meaning, disintegrating like soggy tissue into phonetic nothingness. For many of us, the phrase "artificial intelligence" fell apart in this way a long time ago. AI is everywhere in tech right now, said to be powering everything from your TV to your toothbrush, but never have the words themselves meant less. It shouldn't be this way. While the phrase "artificial intelligence" is unquestionably, undoubtedly misused, the technology is doing more than ever -- for both good and bad.