02 has introduced Daisy, a virtual grandmother specifically created to answer scam calls and keep fraudsters on the line, preventing them from reaching vulnerable people. Developed by VCCP’s agency Faith, Daisy is powered by artificial intelligence and inspired by the grandmother of a team member.

Meet 02’s Daisy

Daisy is the result of advanced AI technology. Her language and personality were developed using generative models, capable of simulating natural, believable responses to interact with scammers. Her visual appearance was crafted with a custom-trained diffusion model, bringing a photorealistic virtual grandmother to life.

Through conversations filled with fabricated family stories and fake details, Daisy plays on scammers’ biases—often targeting elderly individuals—to waste their time. Created in collaboration with renowned scambaiter Jim Browning, Daisy can keep fraudsters engaged for over 40 minutes.

This initiative, supported by a social media campaign and a partnership with Amy Hart, aims to raise awareness about the risks of scams. 02 has also introduced free tools to block fraudulent calls and messages. Learn more at o2.co.uk/swervethescammers.