Tired of hearing other gamers eating chips? Doritos has an AI-trained solution for you.
Doritos U.K. created a software download dubbed “Doritos Silent,” which silences chip crunches for PC gamers. The technology, which took six months to develop, uses artificial intelligence that was trained on 5,000 Doritos chip crunches to be able to detect the sound of the triangular chips (yes, there are apparently that many unique Doritos crunching noises). To get the download, fans will have to enter their name and email, potentially providing the PepsiCo-owned brand with a trove of first-party data from gamers.