O2 upgrades brand mascot by tapping AI

Virgin Media O2 has upgraded its brand mascot, Bubl, by using AI, in partnership with VCCP’s AI creative agency, ‘faith’.

As a result, the creative agency has launched The Bubl Generator, which creates imagery of O2’s brand character based on client prompts.

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For example, if a marketer from the telecoms giant needed a brand image of Bubl with a rugby ball, the model is able to generate one on request – allowing for quick, reactive work across channels including social, web, apps and internal communications.

Meanwhile, the second GenAI tool, The Copy Checker, focuses on the tonal consistency of the brand’s written marketing communications, the telecoms giant revealed.

As a result, The Copy Checker allows O2’s copywriters to simply paste in text to get detailed feedback and suggestions.

Virgin Media O2, Marketing Director Simon Valcarcel said: “The Bubl Generator and The Copy Checker are tangible results of our Gen-AI explorations with faith and how we might deploy the technology in our marketing.

“The models we’ve developed together create consistent, high-quality distinctive brand assets and copy at speed – allowing us to work in ways which would not previously have been possible. It’s exciting to keep learning by doing, as the GenAI space continues to evolve.”

Faith Creative Directors, Morten Legarth & Ben Hopkins, added: “Gen-AI tools often lack the creative control and brand identity needed for production assets.

“This limits the practical usage of AI to concepting or simple background tasks – we wanted AI to do more of the heavy lifting and prove its worth in creative applications, this is what this work represents.”