Technology is developing rapidly. Artificial intelligence (AI) can now interact with us and measure our emotional state. For example, it can tell if we’re feeling stressed or angry. This helps the technology engage with us in a more meaningful way.

However, we need to understand the implications of how AI is used as it has the potential to cause ethical, legal and social harm.

Emotional artificial intelligence

Professor McStay’s initial research into privacy ethics led him to look at empathic media: technologies that can measure how we’re feeling. From there, he developed the idea of emotional artificial intelligence (eAI).

He researched attitudes towards eAI across Europe, the Middle East, the USA, Russia and South Korea, and among UK citizens (whom he discovered were concerned about the potential use of these technologies).

Through his research, Professor McStay looked at:

  • the concept of eAI, its nature, and rising social significance 
  • the range and nature of organisations actively pursuing and applying eAI 
  • standards and civic protections
  • people’s concerns about what happens with technologies that gather and use data about their emotions.

Influencing the design and application of eAI

Professor McStay’s research has informed and influenced the design and application of eAI worldwide and has played a key role in raising international awareness of data ethics..

Working with UK and US stakeholders, Professor McStay co-created the world’s first ethical benchmarks for eAI, and his work has helped guide decisions on eAI ethics across UK government departments, regulators and private companies – both here in the UK and in the USA.

He has also helped to clarify privacy rights for the United Nations High Commissioner for Human Rights and has played a key role in shaping an international arts festival programme to inspire artists and inform citizens.

Professor McStay’s work on eAI has been cited widely, including in The UK Government’s Centre for Data, Ethics and Innovation report Online Targeting, where the checklist he developed was included as an example of best practice.

Research team

Professor Andrew McStay, Bangor University

Read the full REF impact case study