![]() From these recordings, Doritos Crunch Cancellation technology then utilises AI learning audio driver technology to allow gamers to enjoy their Doritos without interrupting their playing experience. Taking half a year to develop, the process involved the technical analysis of more than 5,000 thousand different Doritos crunch sounds to create a database. The AI then stops the crunch audio from being sent down the microphone – meaning all PC gamers can enjoy that famous crunch without it distracting them and their squad from winning.ĭoritos collaborated with leading software developers, Smooth Technology, to create the world’s first AI augmented chip. Powered by the innovative Crunch Cancellation technology, the sound of someone’s voice is separated in real time from the noise of the Doritos crunch. To cement Doritos as a top choice for gamers by allowing them to enjoy the crunch without distracting fellow players, Doritos and Sips & Bites have created the first ever silent chip, Doritos Silent: delivering the same crunch, but with no sound. A third (35%) of gamers claim the sound of someone snacking frustrates them when playing, while one in five (18%) gamers saying the sound makes them want to log off, with crisps identified as the worst audio culprit. ![]() Yet Doritos research has uncovered that many gamers are put off by the sound of other players snacking. Doritos crunch and bold flavours has become popular amongst gamers, with consumers more likely to be gaming whilst eating Doritos compared to other salty snacks. Snacking and gaming are synonymous, with 86% of gamers claiming they tuck into a snack whilst playing. A teaser launch of a new “Doritos Silent” product fed off natural intrigue, with the disruptive image of a Dorito in an ear across OOH and digital intensifying speculation, before the Doritos Crunch Cancellation technology was revealed. A technology that cancels the Doritos crunch for fellow gamers in real time as they game with each other, the launch not only solves a genuine consumer tension, but helps to cement Doritos as a top choice for gamers. Doritos and PepsiCo’s in-house agency, Sips & Bites, have today unveiled 'Doritos Silent' the world’s first AI augmented snack - powered by Crunch Cancellation.
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