Daisy vs Scammers

Client: Virgin Media O2

O2 launched a groundbreaking campaign to combat phone scammers, introducing Daisy, a hyper-realistic Conversational AI designed to outsmart fraudsters. With 22% of Brits facing weekly scam attempts, Daisy plays a crucial role in O2's fraud prevention efforts by keeping scammers on the line, wasting their time, and preventing them from targeting real victims.

Daisy mimics a vulnerable elderly woman, exploiting scammers' own biases, as older people are often seen as easier targets. The AI was modelled on the grandmother of an employee to ensure lifelike believability, with her voice and personality generated through cutting-edge AI models. Daisy interacts in real-time, telling long-winded stories, sharing fake bank details, and appearing completely authentic.

The campaign, developed with scambaiting expert Jim Browning, uses advanced generative AI models, including LLMs and diffusion technology, to create Daisy’s voice, personality, and visual appearance. Some scammers were tricked into staying on the phone for over 40 minutes, reducing their chances of conning others.

By exposing common fraud tactics through real scam interactions, O2’s campaign raises awareness and empowers customers with tips to avoid falling victim. Daisy has highlighted how AI can be used as a powerful tool in the fight against fraud.