PepsiCo’s Doritos brand has successfully muffled the crunch of its chips with software that utilizes artificial intelligence and machine learning. The software, known as Doritos Silent, was developed in collaboration with Smooth Technology, a leader in electronic and interactive design. This technology, the result of six months of work with software developer Dylan Fashbaugh, analyzes and mutes more than 5,000 crunching sounds in real-time. The software, designed to prevent the crunching noise from disturbing other players, especially during online gaming, has currently been tested only on computers and can be used to isolate similar snacking sounds.