Doritos Invents AI-Enhanced ‘Silent Chip’ That Mutes Crunching During Games
Images via Doritos UK
Doritos is turning crunching noises into dust with “the world’s first AI-augmented snack” designed to “cancel the crunch” while gaming.
The bond between snacking and gaming is inseparable, no doubt. That’s why the PepsiCo-owned snack brand has adopted “true crunch cancellation” technology, dubbed Doritos Silent, to enhance both experiences. This artificially-intelligent system, developed in collaboration with software developer Dylan Fashbaugh, has been in the works for six months. It’s engineered to identify, isolate, and amplify the eater’s voice while erasing pesky chewing noises that can make gaming a battle.
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The technology’s training regimen involved exposure to 5,000 distinct crunching sounds, enabling it to pinpoint and remove any auditory crumbs that are picked up over the microphone. This means that while the person enjoying the Doritos can still relish the sound of their munching, others in the gaming session won’t be subjected to it.
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The launch of Doritos Silent comes on the heels of a revealing study involving 2,000 adults, where nearly half (46%) confessed their dislike for the sound of people chewing, per SWNS. Meanwhile, 47% of respondents singled out chip eaters as the main culprits. Regardless, a whopping 86% of gamers admitted to snacking while they play.
Video screenshot via Doritos UK
Gamers can download the Doritos Silent software for free, and then easily integrate it with their regular headsets and any software compatible with voice chat. For snackers (and their comrades), this might truly change the game.
[via The Drum, SWNS / Yahoo News UK, Doritos UK, images via Doritos UK]
This article was crafted with assistance from an AI engine, and has been manually reviewed & edited.
