{"id":9451,"date":"2024-11-14T08:10:58","date_gmt":"2024-11-14T08:10:58","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/work\/%client_name%\/ai-granny-scambaiter"},"modified":"2024-11-14T08:10:58","modified_gmt":"2024-11-14T08:10:58","slug":"ai-granny-scambaiter","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/singapore\/work\/o2\/ai-granny-scambaiter","title":{"rendered":"AI Granny Scambaiter"},"content":{"rendered":"<div class=\"lazyblock-video-pCOsB wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1028802326?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z9Q42D wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        u003cpu003eu003cspan style=u0022font-weight: 400u0022u003eWith one in five Brits (22%) experiencing a fraud attempt every single week*, u003c\/spanu003eu003cbu003eO2u003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e and u003c\/spanu003eu003cbu003eVCCPu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003e\u2019su003c\/spanu003e u003cspan style=u0022font-weight: 400u0022u003eAI creative agency u003c\/spanu003eu003cbu003efaith u003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003ehave today launched a first of its kind campaign to fight back against scammers.\u00a0\u00a0u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eAt the heart of the campaign is Du003c\/spanu003eu003cbu003eaiu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003esy, a lifelike state-of-the-art Conversational AI designed to speak with scammers and keep them on the phone for as long as possible to waste their time and keep them away from the public.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eThe newest member of O2\u2019s fraud prevention team, Du003c\/spanu003eu003cbu003eaiu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003esy was created using a range of cutting-edge AI technology that is completely indistinguishable from a real person. Based on a real life granny at VCCP to ensure total believability, playing on scammer\u2019s own stereotypical views. Whilst anyone can be a victim of a scam, criminal fraud gangs often target the elderly so we leaned into scammers&#8217; own biases to create an AI granny based on a real relative of a VCCP employee.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eThe scammers &#8211; including many posing as some of the UK\u2019s most trusted businesses &#8211; thought they\u2019d got their hands on an easy target, but Du003c\/spanu003eu003cbu003eaiu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003esy has been beating them at their own horrible game.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eDu003c\/spanu003eu003cbu003eaiu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003esy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24\/7, and over the course of many hours of scam calls she\u2019s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details. By tricking the scammers into thinking they were defrauding a real person, Du003c\/spanu003eu003cbu003eaiu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003esy has prevented scammers from targeting real victims and exposed the common tactics used so customers can learn what to watch out for.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eO2 and faith worked with leading UK scambaiter Jim Browning to ensure Du003c\/spanu003eu003cbu003eaiu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003esy was armed with the best information and tactics that kept some phone scammers on the line for more than forty minutes &#8211; having followed Jim\u2019s expert advice on how to attract dodgy calls.\u00a0u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eDu003c\/spanu003eu003cbu003eaiu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003esy herself was created by combining a selection of Generative Models, a LLM was trained to inform her personality and knowledgebase, and her voice was modelled on a VCCP staff member\u2019s grandmother to ensure total believability. She was brought to life visually by custom-training a Diffusion Model, creating a photo-real character for the campaign, along with a cutting edge image-to-video model to make her move.u003c\/spanu003eu003c\/pu003e        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\tu003cpu003eu003cbu003eu003ciu003eSimon Valcarcel, Marketing Director at Virgin Media O2,u003c\/iu003eu003c\/bu003eu003ciu003eu003cspan style=u0022font-weight: 400u0022u003e said \u201cAt O2, we\u2019ve been investing heavily in the fightback against fraud and this campaign demonstrates the lengths we\u2019re willing to go to keep our customers safe. I\u2019m thrilled to launch the newest member of our fraud team, Du003c\/spanu003eu003c\/iu003eu003cbu003eu003ciu003eaiu003c\/iu003eu003c\/bu003eu003ciu003eu003cspan style=u0022font-weight: 400u0022u003esy: She\u2019s our secret weapon against scammers &#8211; indistinguishable from a real person, an AI hiding in plain sight, dedicated to wasting fraudsters time!\u201du003c\/spanu003eu003c\/iu003eu003c\/pu003enu003cpu003eu003ciu003eu003cspan style=u0022font-weight: 400u0022u003e\u201cYet she also shows no matter how persuasive callers seem, they aren\u2019t always who you think they are \u2013 so we all must remain vigilant. With scammers operating full-time call centres specifically to target Brits, we\u2019re urging everyone to leave the scambaiting to the professionals and instead help play their part by forwarding-on dodgy calls and messages to 7726 for free.\u201du003c\/spanu003eu003c\/iu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eScambaiter Du003c\/spanu003eu003cbu003eaiu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003esy has been created in response to new research from O2 revealing 7 in 10 (71%) of Brits would like to get their own back against scammers that have tried to trick them or their loved ones*. However, wasting their own time ranked the top reason why they wouldn\u2019t bait scammers themselves in future (53%)*.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eA PR-first campaign, a two minute hero film has been created showing Du003c\/spanu003eu003cbu003eaiu003c\/bu003eu003cspan style=u0022font-weight: 400u0022u003esy in action with two, shorter, 30 second cut downs created to run on meta and TikTok.\u00a0u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eAs part of the campaign, O2 is also working with Former Love Islander and scam victim, Amy Hart, to expose fraudsters&#8217; crooked tactics and help O2 customers swerve the scammers. Amy Hart was herself scammed and her involvement aims to help the brand connect to the Gen-Z audience who often think themselves too tech-savvy to fall for phone scams.u003c\/spanu003eu003c\/pu003enu003cpu003eu003cspan style=u0022font-weight: 400u0022u003eO2 blocks millions of fraudulent texts and calls from reaching customers&#8217; phones every month and is releasing\u00a0 new AI-powered spam-fighting tools and enhanced caller identification services for free to all mobile customers to help protect them. To help make life easier for customers, O2 has launched a new webpage offering tips, tricks, and advice so they know what to look out for. Visit u003c\/spanu003eu003cspan style=u0022font-weight: 400u0022u003e[O2 Swerve the Scammers website]u003c\/spanu003eu003cspan style=u0022font-weight: 400u0022u003e to find out more information.u003c\/spanu003eu003c\/pu003e  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1BrCuj wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        I\u2019m thrilled to launch the newest member of our fraud team, Daisy: She\u2019s our secret weapon against scammers &#8211; indistinguishable from a real person, an AI hiding in plain sight, dedicated to wasting fraudsters time! \n        <cite>Simon Valcarcel, Marketing Director at Virgin Media O2<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-carousel-1jhbCa wp-block-lazyblock-carousel\">  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