Dyson’s $499 AI-powered toothbrush comes with built-in camera

By Samantha Kelly | Bloomberg

Dyson introduced a $499 toothbrush that uses artificial intelligence and a built-in camera to give real-time feedback, the latest in a growing subset of gadgets that put AI and video in sometimes unconventional places.

Smart toothbrushes are hardly new. Brands such as Oral-B and Philips offer models that work with an app to track coverage, pressure, brushing time and other user data. But Dyson said its new CameraJet model, announced Tuesday, is the first with an integrated camera to narrow in on the gaps in the teeth, where plaque first forms then hardens, and direct a precision jet at them. It is available now for preorder and is being offered in blue and pink.

The product launch follows a broader push by consumer tech companies to normalize the presence of cameras in devices that didn’t traditionally have them, including glasses, headphones and pendants. It remains to be seen how large the market will be for products like these that have yet to attract mainstream interest.

And there are signs that smart toothbrushes — camera-enabled or not — remain a niche category even after several years on the market. In one study published last year, more than 85% of participants reported being unfamiliar with the category.

Privately held Dyson, which also offers home and personal-care appliances such as vacuum cleaners, fans, air purifiers and hair dryers, said it spent six years conducting research and development for the new toothbrush.

“We have seen some innovation in this space, but it’s largely focused on digital features and brushing specs — and no real breakthroughs in the category, which is where we come in,” Senior Commercial Manager Niamh Turney said in an interview ahead of the launch.

The company is marketing the device toward what it believes is a sizeable portion of people who often skip flossing. The system is designed to both clean teeth and help keep gums healthy, according to Dyson. The toothbrush also works with the company’s existing MyDyson app, which offers live viewing, guided cleaning, coverage mapping and personalized brushing insights.

Over the years, Dyson has attempted to expand into other product categories, including washing machines, which were discontinued in 2005, and electric cars, abandoned in 2019. However, the company found success in 2016 with the launch of its roughly $400 Supersonic handheld hair dryer and later expanded its personal care lineup. By 2023, sales of Dyson’s hair-styling products accounted for 30% of its US business. More recently, Dyson introduced the $100 HushJet Mini Cool handheld fan, which has frequently been sold out since it debuted in April.