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Gaming chip giant Doritos has unveiled a potential breakthrough consumers never knew they needed – AI-powered software enabling silent snacking. Dubbed Doritos Silent, the free app leverages artificial intelligence trained on hundreds of noisy chip crunch recordings to actively cancel out embarrassing eating sounds.
Created in partnership with Brooklyn developer Smooth Technology, Doritos Silent specifically targets gamers frequently forced to mute themselves mid-match as culinary indulgence shatters stealth. Now, through simulated sound wave inversion, the program allows bold flavor without awkward audio blowback.
"The connection between Doritos fans and the gaming community is undeniable," said Doritos marketing head Fernando Kahane, citing their shared appetite for loud, unapologetic expression. "Doritos Silent recognizes this bond and demonstrates the brand's commitment to innovation and elevating the [gamer] experience."
Smooth Technology founder Dylan Fashbaugh said his team compiled a vast library of Doritos crunching clips encompassing over 500 ravenous consumers. Machine learning algorithms then combined the chomp samples with additional voice recordings to explicitly train the noise-canceling model.
The resulting app effectively mutes Doritos snacking in real-time, Fashbaugh explained, by actively pattern-matching and neutralizing the signature crackling. And while trained exclusively on classic Doritos, he noted the sensitivity proves adept at quieting all manner of crisps and vegetables.
Gamers represent an obvious target for such niche audio tech, constantly flitting between hunger pangs and headset comms mid-quest. Silent snacking enables both through AI, rather than awkward apologies for noisy indulgence. But Doritos likely envisions more mainstream use cases emerging.
Few enjoy hearing chewing sounds, whether chips or celery stalks. Yet modern remote work and perpetual video calls make muting a mouthful ever more vital. Doritos Silent may lend co-workers and school kids equal cover. The innovation could plausibly muffle mealtime noise in planes, theaters, or libraries as well.
Ultimately for Doritos, the publicity windfall itself justifies investing in audio algorithms. GamesIndustry.biz called the PR stunt “a perfect...gimmick blending brand awareness with an understanding of gaming culture.” High-concept experiments underscore Doritos’ mass-market dominance while driving chatter from tech pubs.
And by ceding control to an outside developer, Doritos spots potential in nascent noise-canceling tech without bearing costs if Silent fails to take off. Smooth Technology meanwhile enjoys backing its proof-of-concept from a marquee brand boasting Super Bowl pedigree. All benefit from lighthearted Silicon Valley-style disruption.
For now, snackers of all stripes can sample Doritos’ solution free on app stores. The early reception proves promising, if gimmicky — precisely the blend of innovation and irreverence Doritos’ core following craves. Because sometimes, indulging gluttony trumps guarding game rank or professionalism. Doritos Silent now enables that secret feast.
