O2

Insight

7 out of 10 Brits are targeted by phone scammers, a universally hated practice that often preys on vulnerable older people.

Idea

An AI bot that answers calls from scammers and keeps them talking, giving them less time to target real victims.

Execution

An AI bot named Daisy, disguised as a slow, vulnerable old lady who keeps scammers on the phones until they give up.

Notes

Brilliant. Just brilliant. AI used for good and a wonderful way for O2 to do something interesting and provacative without hurting anyone...except scammers.