Colgate-Palmolive has unveiled an AI-powered smart electric toothbrush, which is said to increase brushing effectiveness by 50 per cent and comes at a more reasonable price than others on the market.

Hum by Colgate has smart sensors that track the frequency, duration, and coverage of a person’s brushing technique, and uses this information via the ‘Hum by Colgate’ smartphone app to provide the user with guidance on which spots require more attention. The toothbrush can also be used offline, storing data for 10 days.

As well as tracking the user’s oral health, the accompanying smartphone app rewards them with ‘smile points’ for their brushing routine. These points can be used to purchase products in an in-app shop, where they can get refill brush heads and offers from Colgate partner brands. Meanwhile, an integration with the Apple Health app means that iPhone users are able to sync their oral health habits alongside their overall health goals.

“Hum by Colgate was designed with the consumer in mind to create a more accessible smart electric toothbrush to help more people brush better,” said Bill van de Graaf, Vice President of Marketing North America at Colgate-Palmolive. “hum also meets the consumer demand for a lightweight and sleek toothbrush that delivers a powerful clean. For consumers, good habits are key to staying happy and healthy, and they prefer brands that help them build those habits in easy and fun ways.”

The Hum by Colgate is available at a starting price of $69.99 for the rechargeable model, or $49.99 for the battery-powered option, and comes in blue, teal, and purple. It’s available to pre-order now from Colgate, Amazon, Bed Bath & Beyond, Walmart, and other select retailers ahead of its September launch.