The real day-to-day effectiveness of AI programs and the marketing of auxiliary dentistry services are two of the most overhyped aspects of dentistry, according to industry leaders.
While investing in AI is important, many dentists and executives feel that the actual impact is not as game changing as some say, partly due to the fact that AI is still relatively new to the space.
These five dentists and executives recently connected with Becker’s to share the parts of the dentistry that they feel are a little too hyped-up.
Note: Responses were lightly edited for clarity and length.
Question: What is overhyped in the dental industry right now?
Mario Catalano, DMD. Dentist of Catalano Leifer Bruno & Russell Family Dentistry (Catskill, N.Y.): The two most overhyped issues in dentistry are artificial intelligence and DSO penetration of practice ownership. And they are related.
In my opinion, dentistry is still a high touch profession and those hawking AI services are trying to work overtime to convince us that we cannot live without AI. I think there are only two uses for AI, radiographic diagnosis and practice management. But you would never know that based on the incessant pitches we receive. And the relationship to DSOs is simple. They flourish by convincing patients that they are buying branded products and not doctors services, so AI helps to accomplish that business plan.
Roger Hennigh, DMD. Orthodontist of Embrace Family Smiles (Woodbridge, Va.): While there are many legit treatments we offer our patients, I would say that “sleep dentistry,” and possibly by association, maxillary expansion could be getting too much play. Another item could also be dentists adding “esthetic” facial services centered around Botox injections.
Unfortunately, many of us practice in large, densely populated urban and suburban areas, and hence patients and parents have a multitude of doctor and provider choices available to them. In addition to this, and compounding it, all of us are subject to the whims of the almighty “Google Algorithm” and its decisions as to our worthiness in terms of search results and our organic page ranking. Thus, many practices gravitate to anything like “Sleep Dentistry” or “Botox” in an effort to get their practice and business to stand out among the vast array of choices potential patients (and Google) will see on a search.
I’m not intending to impugn anyone’s character as all of us need clients, customers and patients in sufficient volume for our practices and businesses to remain viable.
Trevor Maurer. CEO of OMS360 (Alpharetta, Ga.): I think that AI voice is still not where it needs to be. It is getting a lot of attention, and investing in that area is the right thing to do, but it is not where I think it needs to be yet… It’s not as easy as it sounds.
David Nguyen, DMD. CEO of URBN Dental (Houston): AI is one of the most widely discussed innovations in dentistry today. While it brings meaningful potential to the industry, it is also becoming one of the most overhyped topics. The challenge is not with the technology itself, but with how it is often portrayed — as a replacement for clinical expertise rather than a tool to support it.
At URBN Dental, we are intentional about how we adopt technology. AI has clear value when used to improve diagnostic accuracy, enhance operational efficiency, and support data-driven decision-making. These are real benefits that can elevate patient care when used correctly.
However, AI is not a replacement for the human mind or clinical judgment. It cannot build trust with a patient, adapt to real-time changes during treatment or apply years of hands-on experience to a complex case. The role of the dental professional remains central, and AI should function as an extension of that expertise, not a substitute for it.
The future of dentistry will not be driven by technology alone. It will be shaped by how well we integrate smart tools with skilled professionals. When AI is implemented with intention, oversight and purpose, it enhances care. But it will always require the human touch to truly make a difference.
Len Schiavone. CEO of CORDENTAL Group (Cincinnati): AI in diagnostics is still very much in development. The tools are there for reading radiographic images and are often being marketed as time saving and improved diagnostics. The reality is that it is an added tool and not a replacement to clinical judgement. False positives/negatives are still a concern and while AI is evolving, it is often overhyped. It is a case where the marketing and excitement around AI is ahead of its day-to-day impact.
