Andrew McStay is Professor of Digital Life at Bangor University in Wales, UK. He researches and publishes widely on multiple issues central to the digital economy: namely, privacy, advertising and the social consequences of emotional Artificial Intelligence (emotional AI). His current book, Emotional AI: The Rise of Empathic Media, examines the current and likely impact of technologies that make use of data about emotional life. The book draws on workshops and 100+ interviews with a variety of leading stakeholders connected with emotional AI (mostly from industry, but also regulators, security agencies, IT lawyers and data protection NGOs). It also encompasses national survey work exploring what 2000+ UK citizens of all ages and backgrounds think about the potential for emotion capture in technologies, devices and environments they’re already familiar with (such as voice assistants, out-of-home advertising, social media, gaming and other interactive entertainment).