O2 Germany launches AI ‘grandma’ Hilde — criticized for tone and execution

Telefónica’s UK experiment with an AI “grandma” called Daisy drew attention last year, and now O2 Germany has introduced its own version named Hilde. The idea — an AI persona that embodies a warm, grandmotherly voice — is meant to make AI interaction friendlier, but Hilde’s debut has prompted criticism that the execution is neither funny nor well judged.

Critics say Hilde feels tone‑deaf and risks trivializing sensitive contexts where a human voice or personal interaction matters. Observers also point out the marketing risk: using an elderly archetype for light entertainment can come across as patronizing rather than endearing, especially if the persona is used for promotions or automated customer interactions.

Key issues raised

• Tonal mismatch: Reviewers argue Hilde’s jokes and mannerisms don’t land as intended, diminishing the charm the concept promised.
• Ethics & representation: Using an elderly persona raises questions about stereotypes and respectful depiction of older adults.
• Privacy & trust: Any AI persona that interacts with customers must clarify data handling, consent and transparency — concerns that often follow branded AI agents.

Where the idea came from

The concept follows Telefónica/O2’s earlier Daisy pilot in the UK, which aimed to humanize AI interactions with a friendly persona. While the UK rollout generated interest, the mixed reception to Hilde in Germany shows how cultural differences and execution details can drastically affect public perception.

What to watch next

• How O2 responds to criticism — whether it adjusts Hilde’s personality, scales back the campaign, or provides clearer transparency about how the AI works.
• Any official notes about data use, consent and safety for Hilde interactions (check O2 Germany’s site for updates: o2online.de).
• Whether other carriers or brands learn from the feedback and change the way they design personable AI assistants.

Branded AI personas can be a clever way to make technology approachable — but they also require careful design, cultural sensitivity and responsible data practices to avoid backlash. Hilde’s rocky debut is a reminder that novelty alone isn’t enough.

Discussion: Do you find an AI “grandparent” charming and helpful, or inappropriate and awkward? What boundaries should brands follow when creating humanlike AI personas?