There is quite some innovation, but consumers are slow to adopt IMO.

Last year, my dentist warned me I have quite severe receded gums. This was due to me pushing my toothbrush too hard.

So, after doing some research I bought an ultrasonic toothbrush. These have a static head (it does not oscillate/rotate) which emits ultrasonic waves to clean your teeth. Same principle of an ultrasonic parts cleaner. The head is still a traditional brush, though very soft. The brush is used to transfer the sound waves, you do not use it to 'scrub' your teeth. There is not friction involved.

From my experience, I can highly recommend an ultrasonic toothbrush. It takes some time to get used to, but personally, I will never go back to a traditional 'friction' type brush (manual or electric).

The model I have is the Silkin' ToothWave. Prices have come down significantly since I bought mine (I paid >€200 IIRC, now they are ~€90).

Note that some vendors sell traditional 'friction type' oscillating electronic toothbrushes with ultrasonic as a feature. In my opinion, these do not offer much benefit, it is better to go for a fully ultrasonic model.