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Last year, 70% of Brits were targeted by phone scammers! Many of these fraudsters impersonate trusted telcos to target the vulnerable. This scamming epidemic leaves victims feeling "paranoid about everything," their phones transformed into "devices of horror and dread." For brands like O2, the collateral damage is a breakdown in brand trust.

O2 refused to stand by while criminals terrorised their customers. But how do you fight scammers, often operating from distant countries with ever-evolving tactics? The answer lay in targeting their most precious resource: time.

Enter Daisy, the chatty AI granny with unlimited patience and all the time in the world. Trained on real scammer data and voiced by an actual colleague's nan, Daisy became the ultimate weapon of social justice. By combining multiple AI models, she’s wasted 1000s of scammers' time so they can’t scam real customers. Daisy kept some fraudsters on the line for over 40 minutes using her expert knowledge provided by top UK YouTube Scambaiter, Jim Browning. Her advanced personality design allowed her to chat about knitting patterns and lemon meringue pie recipes, and her cat, Fluffy, while scammers grew increasingly desperate and frustrated.

But Daisy's mission didn’t stop there. Drawing on the popularity of scambaiting content on YouTube and TikTok, we used AI again to turn Daisy into a virtual influencer. Her hilarious encounters with real exasperated scammers went viral across social media, transforming a serious fraud issue into shareable moments of justice. From Chrissy Teigen's and Asmogold’s organic reposts to major PR coverage, Daisy captured hearts and headlines across the globe.

Daisy’s impact was staggering: 1.7 billion earned impressions, £36 million in equivalent advertising value from just £20k spend, and a 44% increase in scam reporting helped to restore brand perception. Most importantly, Daisy saved Brits over £3 million annually while giving everyone the satisfying feeling that, finally, someone was getting revenge on their behalf.