2023-11-30 14:11:43
Developed by the Doritos brand, Crunch Cancellation software also works for Zoom meetings and other practices using headphones.
During a video game with several people, the chewing noises of one person are likely to disturb the others, especially if they are wearing a helmet. This is even more irritating when they are snacking on chips. Faced with this problem, the Doritos brand has designed a solution: Crunch Cancellation. This is software that removes the cracking noises of the famous chips. “So you can eat Doritos without distracting your gaming team or voice chat group”she said.
Launched in November, it was developed in collaboration with the company Smooth Technology. It’s powered by artificial intelligence (AI) trained with over 5,000 Doritos chip crunching sounds, recorded by around 500 people. These noises were then combined with the sounds of people talking. “We needed to create something that could really separate the sounds of vocals and crackles”said Dylan Fashbaugh, lead developer at Smooth Technology, at Washington Post.
A tool mainly designed for gamers
Doritos claims that its software is able to recognize the exact sound of crunching its chips thanks to a combination of artificial intelligence and machine learning, allowing it to be filtered through the headset microphone and snacked in silence. The brand had the idea of designing such a tool after surveying more than 3,000 people in China, Portugal and the United States, and discovering that gamers like to snack while playing, but that they find noise chewing other distracters. The majority of 200 respondents in the United States, for example, said that chips were the most annoying noise during a game of video games.
The crunchy side of Doritos is also appreciated by gamers, the brand turned to technology instead of having to launch new chips to solve this problem. For the moment, its software is only available on PC Windows, but the brand could extend it to other devices and consoles later. Trained exclusively with Doritos, it also works with other crunchy sounds, like other chips, crackers and raw vegetables, according to Dylan Fashbaugh. In addition to playing video games, it is possible to use Crunch Cancellation during Zoom meetings and other activities carried out with headphones, says the brand.
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