Doritos Develops AI Tech to Cancel Its Crunch for Gamers

Matt Watson, ECD for PepsiCo’s inhouse agency, discusses the teaser campaign and the Doritos Silent concept

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The sound of someone eating while talking is never pleasant, and it’s a problem gamers have faced for years as they interact through their headsets while blasting up a storm on Fortnite. Well, snack brand Doritos has been listening, and after a year in the works, it has released an artificial intelligence tech solution to cancel the noise of the famous crunch of its chips.

The campaign has been introduced by the PepsiCo-owned flavored tortilla chip brand following research by One Poll that found over a third of U.K.



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