Technology has transformed nearly every corner of modern life, yet dentistry is often imagined as the
same white room of drills and latex gloves that existed decades ago. At Pure Smiles in Fulham, brothers
Dr Ayzaaz Akram and Dr Shiraz Akram argue that the profession has entered a new era. Digital tools,
they say, are not about gimmickry or gadgets. They are instruments that allow patients to see, to
understand, and to believe in what is possible — long before a drill or aligner comes near their teeth.
One of the most striking examples is Digital Smile Design. Using advanced scanning, photography and
simulation, it gives patients a preview of their potential smile. “The reactions are unforgettable,” Shiraz
explains. “People cry, they laugh, sometimes they cover their mouths in disbelief. They say, ‘I can’t
believe that’s me.’”
Ayzaaz agrees that this moment of revelation is often decisive. “For someone who’s been uncertain for
years, who has thought about treatment but never taken the step, seeing their future smile in front of
them is transformative. It bridges the gap between fear and commitment.”
The brothers insist this is not theatre but psychology. Humans are visual creatures; we believe what we
can see. In that sense, technology becomes an ally in reducing anxiety and enabling informed
decisions.
The rise of digital dentistry is more than anecdotal. Globally, the market for digital dental solutions —
including intraoral scanners, CAD/CAM systems and 3D printing — is forecast to grow at double-digit
rates over the next decade. In the UK alone, adoption is accelerating, driven by patients who want
speed, comfort and clarity.
A recent survey by the British Academy of Cosmetic Dentistry highlighted that more than 60% of
patients now expect to see a visual representation of treatment outcomes before they begin.
Transparency, once a luxury, has become a baseline demand.
This trend reflects a wider cultural shift. Just as fashion consumers want to “see now, buy now,” dental
patients want to “see now, decide now.” Technology provides that reassurance — provided it is paired
with clinical integrity.
For the Akrams, nowhere is this more important than with Invisalign. Aligners are now among the most
requested treatments in British private dentistry. Yet Shiraz is clear: “Invisalign is not just a piece of
plastic. If it isn’t biologically stable, it will relapse. We reprogramme a case as many times as we need to
until it is predictable.”
Ayzaaz describes aligners not as products but as philosophies: “It’s facially driven. It’s about how the
smile sits within the whole face, not just the teeth. Patients might think they’re straightening teeth, but
what we’re really doing is aligning identity.”
The distinction matters. While cheap aligners are marketed online with promises of speed, Pure Smiles
positions itself differently — as a clinic where biology, stability and long-term results take precedence.
The paradox of digital dentistry is that cold data — scans, models, measurements — often produces
the warmest reactions. Patients who have been silent in consultations suddenly light up when shown
their future smile on screen. “We had one patient who cried for ten minutes,” Shiraz recalls. “They said,
‘I’ve waited my whole life to see this.’”
These are not trivial moments. They are the turning points where fear dissolves and confidence begins.
In that sense, technology does not replace empathy — it amplifies it.
Consider the traditional model: impressions taken with trays of putty, long waits for lab work, outcomes
described vaguely with words and sketches. Contrast that with the digital model: a quick scan, a threedimensional simulation, the ability to rotate and adjust in real time. Patients are no longer passive recipients. They are active participants in design.
This shift is not merely cosmetic. It changes the psychology of dentistry itself. “When patients are
involved in the process, they own the result,” says Ayzaaz. “It isn’t something done to them. It’s
something created with them.”
Yet the brothers are cautious not to let the screen eclipse the human. “You can have the best
technology in the world,” Shiraz warns, “but if the patient doesn’t feel safe, it won’t matter.” For Pure
Smiles, technology is a tool, not a substitute. It must be embedded within an ethos of empathy, listening
and respect.
Their philosophy is clear: digital systems are there to enhance conversation, not replace it. The smile
preview on screen is not the end. It is the beginning of dialogue, trust and commitment.
The trajectory of dentistry in Britain is obvious. Technology will continue to shape the profession.
Patients will expect scans rather than moulds, previews rather than promises, and transparency rather
than uncertainty. But as the Akrams emphasise, it is not enough to own the machinery. The real work
lies in how those tools are used.
At Pure Smiles, digital dentistry is not about gadgets. It is about giving anxious patients the courage to
begin, about showing hesitant patients the power of transformation, and about ensuring that every
smile is built on foundations that last.
To learn how digital dentistry can help you see, believe and achieve your ideal smile, visit
www.puresmiles.co.uk or call 020 7736 6276 to book your personal consultation.
