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.

The software comes in response to Doritos-commissioned research which found that in the U.K., 46% of gamers dislike the sound of other people eating. In the U.S., 30% say that other people’s crunching distracts them from playing well.

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“We all know that gamers love Doritos, but that unmistakable crunch can often disrupt those intense gaming moments,” said Dylan Fashbaugh, the lead developer at Smooth Technology, which helped make the software.

This isn’t Doritos' first foray into gaming. The snack brand has leaned into its association with gamers for years, partnering with Xbox and sponsoring Twitch tournaments. 

The rollout for “Doritos Silent” was teased with social media and out-of-home ads that featured Doritos chips in place of noise-canceling headphones in the U.K., U.S., Spain, Poland, Brazil and Portugal promising that “you won't hear it coming.”

The brand did not immediately provide details on the media buy.