The rise of artificial intelligence (AI) has opened new avenues for combating fraud, with innovative approaches emerging from companies seeking to protect consumers from increasingly sophisticated scams. A notable development in this realm comes from O2, which has recently introduced an AI tool named Daisy, specifically designed to outsmart fraudsters.

Daisy, or the “Head of Scammer Relations,” is a lifelike AI Granny engineered to interact with scammers in real time. This unique innovation employs advanced technologies that include real-time speech transcription, customised language generation, and hyper-realistic text-to-speech capabilities. Developed in conjunction with scam baiter Jim Browning, Daisy has proven adept at occupying the attention of fraudsters, often keeping them engaged with fabricated personal stories about family, knitting projects, and fictitious bank details. According to O2, Daisy has been able to extend conversations with scammers for as much as 40 minutes, thereby mitigating potential risks for its customers.

Murray Mackenzie, Director of Fraud at Virgin Media O2, spoke about Daisy’s effectiveness, stating, “The newest member of our fraud-prevention team, Daisy, is outsmarting and outmaneuvering scammers at their own cruel game... Crucially, Daisy also serves as a reminder that no matter how persuasive someone on the other end of the phone may be, they aren’t always who you think they are.”

In a bid to enhance public awareness of fraud, O2 has joined forces with influencer Amy Hart, known for her appearance on Love Island, and who herself has been a victim of a scam. Hart, who lost more than £5,000 to fraudsters impersonating her bank, has taken to social media to promote Daisy and the broader fight against fraud. “I know first-hand just how sophisticated nasty fraudsters can be,” she noted. Hart has highlighted Daisy’s role in keeping scammers at bay by engaging them in drawn-out conversations, thus preventing them from targeting unsuspecting individuals.

O2's initiative coincides with growing concerns regarding fraud in the UK, with research revealing that 67% of Britons are worried about falling victim to scams. Additionally, 22% of individuals report being targeted by scammers on a weekly basis. O2's Swerve the Scammers campaign aims to address these concerns through both technological solutions and educational outreach. The company has successfully blocked millions of fraudulent communications and intercepted over £250 million in suspected fraudulent transactions in 2023 alone.

To empower customers to protect themselves, O2 advocates a three-step approach: STOP, SEND, and SPEAK OUT. This entails pausing to think before divulging personal information, forwarding suspicious communications to 7726, and sharing personal experiences to raise awareness.

As O2 continues its proactive campaign against fraud, the call for systemic change within the broader landscape is prominent. The company has urged the UK government to establish a dedicated fraud minister and create a centralised body to effectively address the root causes of fraud. Mackenzie emphasised the importance of collaborative efforts, stating, “We’re doing everything we can to stop scammers... but stopping fraud requires collaboration across industries and decisive action from the government.”

The ongoing efforts from companies like O2 highlight the transformative potential of AI in mitigating fraud risks, while also underscoring the necessity for comprehensive strategies to tackle this persistent issue across different sectors.

Source: Noah Wire Services