Colgate ups its brushing game with the launch of a new AI-powered smart electronic toothbrush called hum. With a GenZ pallet and an approachable price point perhaps Colgate has DTC disruptor Quip on its radar. The product has smart sensors that make it easy to track the frequency, duration and coverage of a user’s unique brushing style. Personalized guidance will help consumers brush better helping to achieve 50 percent better brushing efficacy.

“hum by Colgate was designed with the consumer in mind to create a more accessible smart electric toothbrush to help more people brush better,” Vice President, Marketing North America Bill van de Graaf said in a statement. “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.”

hum’s strong connected technology is user-friendly and designed to seamlessly fit into people’s busy lives to help them brush their best. Technology allows data to store for 10 days so the brushing doesn’t always have to haven with a smartphone nearby. An integration with the Apple Health app keeps of personal dental data as part of overall health and wellness tracking.