Scammers, beware—there’s a new force in town, and she’s not your typical sweet grandma. Meet Daisy, the latest creation by UK telecom giant O2. But unlike the image of a grandmother baking cookies or knitting cozy blankets, Daisy is on a very different mission—one that involves outsmarting and frustrating scammers, keeping them on the phone for as long as possible. She isn’t interested in small talk or idle chit-chat; Daisy is an AI-powered scambaiter, designed to waste fraudsters’ time and prevent them from targeting vulnerable individuals. Whether she’s endlessly talking about her imaginary knitting projects or crafting fake family dramas, Daisy’s primary role is to divert scammers’ attention away from real victims, buying precious time for people to avoid falling into scams.
Daisy is an integral part of O2’s innovative “Swerve the Scammers” campaign, a creative initiative aimed at addressing the growing problem of scam calls, which have surged dramatically in recent years. But Daisy isn’t just any chatbot or automated response system. She’s a sophisticated AI powered by cutting-edge technology, able to engage scammers in lifelike, human-like conversations. She listens, processes information, and responds in real-time, tricking scammers into believing they’re speaking to a genuine person. O2’s collaboration with Jim Browning, a well-known scambaiter and YouTube personality, was pivotal in developing Daisy’s advanced capabilities. Browning’s expertise in scambaiting techniques has helped train Daisy with some of the most effective strategies, ensuring she can hold scammers' attention for extended periods.
The need for Daisy became clear after research revealed that a significant number of people, around 7 out of 10 Brits, expressed a desire for revenge on scammers. However, more than half of those surveyed also indicated that they didn’t want to waste their own time dealing with scammers directly. Daisy steps in to fill that gap, offering an AI-driven solution to fight back. By keeping scammers on the phone for long durations—sometimes up to 40 minutes at a time—Daisy effectively blocks them from targeting vulnerable individuals. The longer Daisy keeps a scammer occupied, the more frustrated they become, and the less likely they are to proceed with their malicious plans. This innovative strategy allows people to go about their daily lives without fear of falling victim to these fraudulent schemes.
Daisy’s purpose goes beyond just frustrating scammers; she also serves as an educational tool, raising public awareness about the tactics used by fraudsters. In a collaboration with reality TV star Amy Hart, who tragically lost £5,000 to a scam, Daisy is helping to shine a light on how scams operate and how to avoid falling prey to them. Hart’s personal experience serves as a cautionary tale, and together with Daisy, she has been working to expose common scam tactics. They educate the public on how to spot a scam and provide actionable tips on protecting themselves from becoming victims of fraudulent schemes. This partnership not only strengthens the message but also empowers individuals to become more vigilant and informed.
O2’s efforts in fighting scams don’t stop at Daisy. The company has already been blocking millions of scam calls and text messages every month, aiming to reduce the overall impact of scams. O2 also encourages users to report suspicious activity by forwarding scam texts to 7726, a free service that helps the company track and block fraudulent messages. This service has proven to be a valuable tool in the ongoing fight against scams. But O2 isn’t stopping there; they’re pushing for more significant changes to tackle scams on a national level. The company has called for the appointment of a dedicated fraud minister and the creation of a national task force focused on addressing scams and protecting consumers on a larger scale.
Daisy’s work highlights a critical point—scams can affect anyone, regardless of age, background, or experience. However, with the right tools, knowledge, and vigilance, these fraudsters can be thwarted. The next time you receive a suspicious call, don’t engage with the scammer. Instead, hang up, report the call, and let Daisy take care of the rest. Daisy’s artificial intelligence is more than capable of keeping scammers occupied, while you can rest easy knowing that she’s wasting their time and protecting you from potential harm. With her endless patience, scammers will find themselves trapped in her conversations, unable to carry out their malicious activities. The power of AI, combined with awareness and a community effort, is proving to be a game-changer in the fight against scams. Daisy may just be the key to finally turning the tables on scammers.
