Helping society govern AI that reads emotion and simulates empathy.
Machines are learning to read our faces, voices and words, and to answer as if they care. We're an independent, cross-university research lab studying what that means for people, and advising on what to do about it.
How we help
Independent
Our research is funded through competitive, peer-reviewed grants. We work with government, industry and civil society, but we set our own questions and publish what we find.
Guidance on emerging technology
We advise on systems that read emotion or simulate empathy, from early design through to regulation and standards.
Across disciplines
Based at Bangor University in Wales, with members and collaborators at universities in the UK and internationally, working across law, media, computing, psychology and policy.
About emotional AI
Cameras, microphones, wearables and text analysis infer moods and intentions, in cars, classrooms, call centres, toys and public spaces.
Chatbots, AI companions and ghostbots emulate empathy, sometimes by design and sometimes simply as a by-product of how they're built.
Law, regulation, technical standards and public understanding all have a part to play. We work on each, from the EU AI Act to IEEE 7014.1.
Projects
All projects →- GPAI standardsCURRENTAEGIS: Automated Empathy – Globalising International Standards, and IEEE 7014.1.
- Welsh GovernmentAI ethics for public services in Wales.
- PolicingAI, ethics and policing in North Wales: citizens' perspectives.
- Personal data storesAn ethical impact assessment of personal data storage apps.
Automating Empathy… the movie
A short animated film on AI companions and emulated empathy. Animation and design by Conor Flanagan, paper art and stop motion by Maria Figueiredo, written and narrated by Ben Bland, music and sound by Steve and Dave Elton.
Latest reports
All outputs →IEEE 7014.1-2026
The international standard on ethical considerations for emulated empathy in general-purpose AI, chaired by Andrew McStay, with Lab members in the working group.
About the standard- 13 Nov 2026Empathic AI and companions in the DRCF’s report on consumers and AI
- 21 Oct 2026Canada’s new Children’s Privacy Code addresses emotional analytics
- 21 Oct 2026Andrew McStay awarded IEEE Standards Association Standards Medallion
- 30 Jun 2026IEEE 7014.1-2026 published: ethical standard for empathic AI partners
