Joy of Digital Award: Scam-stalling superstar scores gold

Move over Avengers, there’s a new hero in town – and she’s armed with cake recipes, knitting tips and an endless supply of “dears.” Yes Daisy, the AI granny created by O2 to outwit scammers and waste their time, is November’s recipient of the Joy of Digital Award. 

Created using generative AI by VCCP’s AI agency Faith, Daisy can keep fraudsters on the line for a whopping 45 minutes to an hour with meandering monologues about knitting, grandchildren and the best way to bake a scone. 

“With her cosy charm and endless patience, Daisy is a great example of how gen AI can be used to tackle real-world problems. Sometimes, all you need to fight fraud is a friendly voice, a sprinkle of humour and a really great cake recipe”, says Joy, the IAB’s Chief Digital Cheerleader and Chair of the Joy of Digital Awards. 

“Picture Mary Berry crossed with an algorithm, but instead of baking Victoria sponges, Daisy is cooking up ways to keep fraudsters chatting for hours. Supported by a two-minute hero film and snappy social videos showcasing Daisy in action, this ingenious campaign just had to be my November winner. Congratulations to the O2 team - and scammers, beware: Granny’s got your number.” 

Daisy is part of a broader campaign to educate the public about fraudsters’ tactics and direct them to O2’s scam-prevention resources. Former Love Island star Amy Hart, herself a scam victim, has also joined the campaign to help spread the word. 

Find out more about the Joy of Digital Award and past winners here.