Pilsen Callao is leveling up on inclusion for the thousands of deaf gamers in Peru who can’t communicate with fellow players over a headset. Instead, they’re forced to use the chat function—often missing crucial moments of a game while typing responses. Bring on the bots. Working with Fahrenheit DDB, the team used AI to turn real-time conversation into sign language projected onscreen via avatars on the Discord platform. Yet not all gaming actions had a translation in sign language, so team members partnered with Peru’s deaf community to develop more comprehensive options. The project took 10 months of development, with the team relying on open-source code that can be integrated with other platforms like YouTube, Twitch and even the metaverse. And because the technology continues to learn and improve with each new user, Pilsen Callao is calling on more developers to integrate the bots into their spaces. The Peruvian beer brand launched the project “to break down communication barrie...