"This is our overall innovation strategy. We try to think about the smartest [and] also what is easiest for people to use in terms of technology. Our vision always is to be more intelligent and become simpler."

-Giulia Antoniazzi, a global associate brand manager for P&G’s Oral B brand, in a recent interview with Marketing Week in which she talks about a new AI-powered Oral B electric toothbrush that uses sensors to detect the way people brush their teeth and to show them via an app where they can do better or if they are brushing too hard.