Dyson enters the oral care market: this is how it is trying to reinvent the toothbrush too

It’s called CameraJet and costs 479 euros. It has a micro-camera, uses machine learning to detect the spaces between your teeth, and sprays a jet of mouthwash exactly where it’s needed. For Dyson, this marks its entry into a new market: oral care. It also marks a return to an old obsession: taking an object that seems perfectly designed and complicating it enough to try and reinvent it.

Inside a Dyson CameraJet toothbrush there is a 100,000-pixel camera, 16 million lines of code, a machine learning algorithm trained on 470,000 images of teeth, a pump, a small reservoir for mouthwash, a sonic motor, Wi-Fi, Bluetooth and even an RFID tag in the brush head. Perhaps the only thing missing is a sat-nav.