Doritos is introducing a new artificial intelligence tool that can help PC gamers crunch on the chips without annoying other players. approximately 30% of surveyed U.S. gamers noted that hearing fellow players munching on chips hinders their gaming performance, “Doritos Silent” is a solution designed to eliminate the crunch sound in audio chats. Available for Windows, the AI download was developed in collab with Smooth Technology over six months by analyzing thousands of chip crunch sounds. The innovation plays on the popularity of noise-canceling technology, aiming to attract the vast majority of Gen Z and Millennial consumers who consider themselves gamers. To ramp up the hype, Doritos is advertising through socials and out-of-home efforts teasing the idea of “making Doritos silent.” (Marketing Dive)
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