I was honored to be invited to DS World Dubai this year, held at the Grand Hyatt Dubai.
The event showcased Dentsply Sirona's wide range of products and why Dubai continues to be a hub for dental innovation in the MENA region, with DS pulling out all the stops to create an incredibly luxurious and informative experience for dental professionals.
There was a huge lecture theatre and an exhibition hall. Here is everything that I saw at the event.
The Complete DS Portfolio
At DS World Dentsply Sirona comprehensively showcased their entire portfolio.
Everything was on display – from their latest CAD/CAM innovations to their comprehensive restorative solutions and endodontic equipment. Of course, the CEREC system remained a central highlight, demonstrating why it continues to be a cornerstone of in-house CAD/CAM as digital dentistry grows in the region.
During the event, I was asked to speak for DS to various press representatives about my personal experience with the CEREC Primemill in our practices in New Zealand. As someone who has extensively tested various milling machines, I shared how CEREC has significantly enhanced our workflow and clinical efficiency. Same-day crowns is the best thing that has happened to my clinic quite frankly.
The efficiency and ease of use of the machine, particularly with its dual spindle tech, has allowed us to deliver same-day restorations with exceptional quality and reliability. If you have seen my instgram stories, you will know I post about using my CEREC almost every day when I am back in the clinic. It has really become indispensable in my practice.
The hands-on areas were particularly well thought out, allowing attendees to experience the equipment firsthand and get a real feel for how these solutions could integrate into their daily practice.
Nothing too new was released at this DS world. Notably there was no mention of DS Core or Primescan 2 here, which is yet to be released at the region. One particularly interesting product that was shown was the new MRI.
Dentsply Sirona's new Dental MRI.
One of the most exciting highlights of DS World Dubai to me was DS discussing the first-ever dental-dedicated magnetic resonance imaging (ddMRI) system developed in collaboration with Siemens Healthineers.
The company had a model of the MRI at the booth and mentioned that there have already been some units ordered by universities around the world.
What makes this technology truly revolutionary is how it addresses current limitations in dental imaging. While we've relied on x-rays, OPG, and CBCT for years, this dental MRI system opens up entirely new diagnostic possibilities. The system can clearly visualize soft tissues, allowing us to differentiate between active inflammation and dormant conditions, provide detailed imaging of the inferior alveolar nerve (not just the canal), and offer unprecedented views of TMJ discs and their positioning.
Perhaps most importantly, this radiation-free technology opens up new possibilities for regular monitoring and diagnosis in children and pregnant women - something we've always had to be cautious about with traditional imaging methods.
The Gala Night
The event DS World culminated in a stunning gala night held at the base of the iconic Burj Khalifa, a setting that embodied the grandeur of both Dubai and Dentsply Sirona's vision. Against the backdrop of the world's tallest building, with its incredible light show, everyone was treated to an evening of entertainment, great food and networking opportunities.
What made the evening truly special wasn't just the venue, but the opportunity to connect with colleagues and friends, both old and new, from across the global dental community. These moments are what make events like DS World so valuable – the chance to share experiences, discuss challenges, and learn from peers in an informal setting.
I enjoyed catching up with fellow clinicians and educators I've met over the years at various dental conferences, as well as making new connections with passionate professionals from across the MENA region. It's amazing how much you can learn from casual discussions over dinner, especially when surrounded by such a diverse group of dental professionals.
Final Thoughts
DS World Dubai was a powerful demonstration of why Dentsply Sirona remains a dominant force in dentistry. From their ability to host lavish events at iconic venues to their groundbreaking innovations like the dental MRI partnership with Siemens Healthineers, the event showcased the company's immense resources and industry influence.
What I found particularly fascinating was DS's strong market presence in the MENA region, despite it traditionally being a price-sensitive market compared to other regions. This speaks volumes about their ability to communicate the long-term value proposition of their digital solutions. While many clinics in the region might be cautious about initial investments, they clearly understand the return on investment that their products can provide.
Looking forward, it will be interesting to see how Dentsply Sirona's strategy evolves, particularly with their focus on DS Core and the anticipation surrounding Primescan 2. The company seems to be positioning itself for a more integrated digital ecosystem, which could potentially change how dental practices approach digital workflow integration.
That said, when it comes to chairside CAD/CAM, the CEREC system remains unbeatable in my opinion. Having tested numerous systems for close to a decade, nothing quite matches its combination of speed, precision, and workflow efficiency. The Primescan + Primemill capabilities, coupled with the intuitive software environment, continue to set the standard for same-day dentistry.
It was truly an honor to be invited to such an impressive event, and I want to extend my sincere thanks to Dentsply Sirona for their hospitality. With IDS 2025 on the horizon, it will be fascinating to see what innovations and developments DS has in store for the dental community. If this event was any indication, we can expect some exciting announcements in the coming year.