Doritos Introduces AI-Powered Technology to Enhance Gaming Experience

Article Brief:

According to a press release, Doritos has launched a software tool powered by artificial intelligence that aims to eliminate the noise of "crunch" when consuming their chips during audio conversations.

The Doritos Silent tech caters to PC gamers. According to Doritos, 30% of surveyed gamers in the U.S. claimed that the sound of other players crunching negatively affects their gaming performance. This solution can be downloaded online and is compatible only with Windows. Developed in collaboration with Smooth Technology, it involved a six-month process of analyzing numerous instances of crunching sounds. To build anticipation, Doritos hinted at the concept of silencing their products through social media and out-of-home (OOH) advertisements before the official unveiling.

Article Insight:

The rise of noise-canceling headphones has coincided with advancements in technology, enabling individuals to effectively block out the noise of bustling commutes and busy workplaces, allowing them to immerse themselves in their music and podcasts. Doritos is now applying this concept to the realm of gaming, aiming to address the growing frustration of having to endure the sounds of other players eating during online gaming sessions. This innovative approach is geared towards capturing the attention of the vast majority of Gen Z and millennial consumers, who identify themselves as avid gamers, according to the press release referencing NewZoo's research.

Doritos cleverly incorporates the delightful crunch sensation of biting into its chips into their latest venture, while simultaneously exploring the thriving realm of AI. Functioning as a mic filter, their crunch-cancellation software allows users to effortlessly eliminate any distracting munching sounds they may produce during intense multiplayer gaming sessions.

With assistance from Smooth Technology, a creative engineering and design studio based in Brooklyn, the tool was created and spearheaded by Doritos’ U.K. division. In order to access the feature, individuals must provide their name and email address on a website, suggesting that Doritos could gather valuable first-party data through the promotion.

Advertising played a role in generating anticipation for the release. Social media posts and out-of-home placements introduced the concept of "silencing Doritos" by showcasing the chips in place of noise-canceling headphones. The campaign was launched in the U.S., U.K., Spain, Poland, Brazil, and Portugal. Additionally, Doritos has released exaggerated commercials that highlight the cancellation of crunch in an extravagant manner.

In September, Heineken Brazil introduced a gaming PC that also functioned as a refrigerator to cater to the dedicated PC gamers, who are typically more committed to the hobby compared to casual players. This is due to the fact that creating a high-performance gaming setup can be a costly and time-consuming endeavor.