While some fear artificial intelligence will pose a threat to human existence or significance, others are using the technology for more practical purposes.
For many, gaming and PepsiCo’s popular Doritos chips go hand-in-hand. The company estimated that 85% of gamers consistently choose Doritos as their snack of choice. But the loud crunch they make has long been a source of frustration. Many gamers complain other people’s crunching sound distracts them from playing well and impacts their performance. And they strongly demand an innovative solution that eliminates crunching sounds while gaming.
In response to that, Doritos has introduced ‘Doritos Silent,’ a groundbreaking crunch-cancellation technology that lets PC gamers enjoy their favorite chips without disrupting their fellow players’ performance.
Simply turn the Crunch Cancellation on, and you’re all set. Once your mic is filtered, you’ll be able to chat as normal, but no one will hear you crunch. The Doritos Crunch Cancellation software detects the crunching sounds and silences them while keeping the gamer’s voice intact.
“The connection between Doritos fans and the gaming community is undeniable,” said Fernando Kahane, Global Marketing Head at PepsiCo. “Both boldly and unapologetically embrace their individual flavors. ‘Doritos Silent’ recognizes this bond and demonstrates the brand’s continued commitment to innovation and elevating the experience for gamers who choose Doritos.”
The artificial intelligence-powered technology was developed in collaboration with Smooth Technology. The Crunch Cancellation is powered by artificial intelligence that has been trained by over 5,000 different crunch sounds, so no crunch will go undetected.
“Working with Doritos to create this cutting-edge technology has been an incredible journey,” said Dylan Fashbaugh, the lead developer at Smooth Technology. “We all know that gamers love Doritos, but that unmistakable crunch can often disrupt those intense gaming moments. With ‘Doritos Silent,’ we’ve worked to ensure gamers can enjoy the crunch of Doritos without disturbing their fellow players, making for a better gaming experience.”
The company says it is the world’s first noise-canceling technology compatible with all PCs to support co-op gaming situations. Doritos hopes its silence can benefit the 80% of millennials and Gen Z who classify themselves as gamers. Crunch Cancellation software is currently only available on Windows PCs and can be downloaded for free from Doritos.co.uk/SILENT.
