Oral-B Bricking Alexa Toothbrush Is a Cautionary Tale Against Buzzy Tech

An anonymous reader quotes a report from Ars Technica: As we're currently seeing with AI, when a new technology becomes buzzy, companies will do almost anything to cram that tech into their products. Trends fade, however, and corporate priorities shift -- resulting in bricked gadgets and buyer's remorse. That's what's happening to some who bought into Oral-B toothbrushes with Amazon Alexa built in. Oral-B released the Guide for $230 in August 2020 but bricked the ability to set up or reconfigure Alexa on the product this February. As of this writing, the Guide is still available through a third-party Amazon seller.

The Guide toothbrush's charging base was able to connect to the Internet and work like an Alexa speaker that you could speak to and from which Alexa could respond. Owners could 'ask to play music, hear the news, check weather, control smart home devices, and even order more brush heads by saying, 'Alexa, order Oral-B brush head replacements,'' per Procter & Gamble's 2020 announcement. Oral-B also bragged at the time that, in partnering with Alexa, the Guide ushered in 'the truly connected bathroom.'

On February 15, Oral-B bricked the Guide's ability to set up Alexa by discontinuing the Oral-B Connect app required to complete the process. Guide owners can still use the Oral-B App for other features; however, the ability to use the charging base like an Alexa smart speaker -- a big draw in the product's announcement and advertising -- is seriously limited. The device should still work with Alexa if users set it up before Oral-B shuttered Connect, but setting up a new Wi-Fi connection or reestablishing a lost one doesn't work without Connect. Oral-B owner, Proctor & Gamble, said in a statement: 'The Oral-B Connect app was originally developed to support Oral-B Guide and Oral-B Sense electric toothbrushes, which were discontinued... While some features are no longer supported on these brushes, the Oral-B app does remain compatible with both devices. Consumers are invited to contact Oral-B customer service where they can get additional support for these brushes.'

Meanwhile, an Amazon spokesperson told Ars: 'The Oral-B Guide still has Alexa built-in and customers can keep using the Alexa experience on devices that were set up through the Oral-B Connect app. The Oral-B Guide is currently sold by an independent seller on Amazon.com. Please contact Oral-B for any further questions about their app.'

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