The software is part of Doritos' efforts to enhance the gaming experience and cater to its large gamer customer base. The company has also launched a social media and out-of-home campaign in the U.S., U.K., Spain, Poland, Brazil, and Portugal, teasing the idea of "making Doritos silent". The PC software can be downloaded and is not available for Mac users.
Key takeaways:
- Doritos, the corn tortilla chip brand from Frito-Lay, has developed artificial intelligence software to "cancel the crunch" of eating chips, aimed at preventing distraction for PC gamers.
- The noise-cancelling technology, called Doritos Silent, was developed in partnership with Brooklyn-based Smooth Technology and took six months to create.
- The software works by recognizing the sound of a Doritos chip being crunched and deleting it from the audio stream, while amplifying the chip-eater's voice.
- The technology is aimed at the 80% of millennials and Gen Z who identify as gamers, and is part of Doritos' commitment to innovation and enhancing the gaming experience.