How Virgin Media O2 uses AI

In September 2026 Virgin Media O2 began a gradual rollout of an AI voice agent, built with Sierra, that handles selected routine broadband fault calls, which Virgin Media O2 says are a small proportion of total call volumes. Human advisors stay available to every caller, calls are monitored by Virgin Media O2 teams, and customer feedback is used to judge performance before the agent is extended. The launch sits alongside a specialist team of more than 500 agents for complex and sensitive cases and the Lumi AI advisor tool. No results have been published yet.

No outcome disclosed.

Virgin Media O2 built its own tool, Lumi AI, that analyses a live conversation and prompts the advisor with resolutions that worked for similar customers and with the products and services most likely to interest this customer. In July 2025 it was in pilot with a cohort of advisors in care, telesales and retentions, with a wider rollout planned. Alongside it the operator uses an AI contact centre service from Amazon Web Services that routes callers by their stated reason, software that flags potentially vulnerable customers, and automatic call summaries. The retention effect of Lumi AI has not been published.

No outcome disclosed.

O2 launched Call Defence in November 2024 at no extra cost. Built with Hiya, it uses adaptive AI to analyse the behaviour of unknown numbers in real time and shows a warning label on the customer's screen for suspected scam or spam calls, while also blocking known fraudulent calls. It rolled out automatically on Android and on iOS 18 and later. By March 2026 it had labelled more than 1 billion calls, and O2 reports that calls labelled suspected scam are answered 42% less often and last 89% less time than unflagged calls.

• Interactions handled: about 70 million, per month, calls labelled as suspected scam or spam (2026)

  "O2 first launched the service for its customers in November 2024, and today around 70 million calls every month are being labelled as suspected scam or spam."

  Claimed by: organization
• Interactions handled: at least 1 billion, cumulative, November 2024 to March 2026

  "Virgin Media O2 has today reached a major milestone in its fight against fraudsters, after using AI to successfully label more than 1 billion suspected scam and spam calls to O2 customers."

  Claimed by: organization

O2 created Daisy, a lifelike AI voice persona of an elderly woman, trained with help from the scambaiter Jim Browning. Daisy combines several AI models to listen and respond to scam callers in real time without human input, telling long stories and giving false details so fraudsters spend their time on her instead of real victims. O2 says Daisy has kept fraudsters on calls for 40 minutes at a time. It was launched as part of O2's Swerve the Scammers awareness campaign and is a disruption and awareness tool rather than a protection service for individual customers.

No outcome disclosed.