In an approach to adaptive sound masking, one or more computer processors analyze a surrounding of one or more users and stores in a database. The one or more computer processors receive a request from the one or more users for adaptive sound masking. The one or more computer processors analyzes a surrounding environment associated with the one or more users and storing a first information associated with the surrounding environment in a database. The one or more computer processors generate a cognitive sound mask base on the first information. The one or more computer processors produce a sound cone based on the cognitive sound mask and directing the sound cone at a distracting sound. The one or more computer processors adapt the sound cone based on changes to the surrounding environment.