P&G uses AI to analyze real-time brushing behavior data collected from Oral-B iO smart toothbrushes — with users' opt-in consent — to identify gaps between how consumers actually use products and how they report using them, feeding these insights back into product R&D and development. The Oral-B app provides users real-time coaching as a direct feature, while aggregated data informs P&G's R&D teams.

The Oral-B iO toothbrush contains motion and pressure sensors that, when paired with the Oral-B app, track brushing duration, pressure, and coverage across 16 zones of the mouth. Sensor data is synced to the app and to P&G's cloud. P&G's R&D team uses AI and machine learning to analyze aggregated, real-time usage data and identify patterns. A key finding cited publicly by P&G is that actual average brushing time was only 47 seconds — versus the two minutes consumers self-reported — a discrepancy that informed product development decisions. The Oral-B app also uses AI to provide users with real-time 3D tracking and coaching on missed brushing zones.