Doritos Silent is the new AI-driven version that eliminates the sound of chewing, improving the experience for gamers.
Recently theartificial intelligence has become increasingly popular in several areas, such as programming, systems development, illustration, customer service and chatbots. However, the new level goes beyond the digital world. In a new campaign, the snack chip brand Doritos, fromPepsiCoofficially unveiled the world’s first AI-powered snack.
Called “Doritos Silent,” the product was initially launched in the United Kingdom and represents an innovation dedicated to the community. gameran audience that Doritos has increasingly approached over the years.
“The heart of Doritos is the world of gaming. We know how snacks and games are linked; It’s such an important audience for us to understand and provide solutions for them to have the best gaming experience possible, commented Matt Watson, Executive Creative Director at Sips & Bites, PepsiCo’s in-house creative agency in Europe.
The gaming market is constantly evolving, and although the number of people who identify as gamers Although the gaming community declined after the end of social distancing measures with the reduction of the effects of the pandemic, the gaming community is still large. According to the Entertainment Software Association, around 65% of Americans play video games for at least one hour a week, while some estimates indicate the number of active players globally is more than 3 billion.
For marketing professionals, ignoring data of this magnitude is practically impossible, causing many brands to look for ways to please this massive and diverse audience. Therefore, as new technologies, such as augmented reality (AR) and virtual reality (VR), evolve and become increasingly popular, diverse opportunities for interaction arise.
Watson describes the idea behind Doritos’ new campaign by claiming that normally most people like to snack while gaming and they also tend to use headphones to talk to other gamers, who are not at all happy with the sounds of chewing and noise that are captured.
“The noise from the snacks interferes with the game. This caused a problem within this audience… and was driving people away from snacking on their beloved Doritos because they have the loudest noise of any snack, concluded the director.
To solve this problem, Doritos trained an AI model based on 5,000 different chewing sounds to recognize the specific sound of a Doritos chew. In conjunction with another AI model that identifies, isolates and amplifies the chewer’s voice, the sound of chewing is eliminated from the audio stream. This allows the person eating the snack to still hear the sound of chewing, but prevents other players from being disturbed by the noise.
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