Daisy vs Scammers

Client: O2

O2 faced dual challenges: protecting customers from an epidemic of phone scammers, damaging the brand's reputation, while differentiating from competitors' predictable "how to avoid scams" messaging.

The solution? Daisy – a chatty AI granny designed to waste scammers' time by keeping them engaged in endless conversations. By combining speech recognition, a custom-trained LLM, and a bespoke text-to-speech model, Daisy created authentic, real-time interactions indistinguishable from real people. Trained on data from the UK's top scambaiter and voiced by a real grandmother, Daisy engaged 1,000s of scammers in conversations lasting up to 40 minutes – time they couldn't spend targeting actual customers. This technological innovation evolved into a PR and social media sensation, generating 2,000+ pieces of global coverage, 1.7 billion impressions, and significantly improving O2's fraud prevention reputation (+42%). Most importantly, it increased public reporting of scam numbers by 44%, creating a virtuous cycle of protection beyond Daisy's direct impact.