About Cavefish
Emotional intelligence built in Wales, deployed globally.
Cavefish is a Cardiff-based emotional AI company. EchoDepth is our flagship platform: a real-time emotional analysis engine built for high-stakes commercial and regulatory environments.
Our Mission
The world makes better decisions when it understands human emotion.
Research is built on truth. But truth — the real kind — has always been compromised by the gap between what people feel and what they can articulate. EchoDepth doesn't replace human judgement. It gives human judgement a foundation.
We built EchoDepth to close the gap between what people say and what their physiology reveals. In pharmaceutical research and product testing, that gap means drug marketing decisions, packaging designs and clinical communications are built on articulated responses rather than genuine emotional truth. EchoDepth exists to fix this — across pharma, FMCG, healthcare and concept evaluation.
Our constraint is intentional: EchoDepth does not claim to detect lies. It measures the involuntary physiological markers that accompany stress, cognitive load and emotional state change. What humans do with that information is a matter of their process, their policy and their judgement. We build the instrument. We don't render the verdict.
Company timeline
Cavefish founded in Cardiff. Behavioural data analysis and applied AI for commercial decision-making.
EchoDepth platform launched. Real-time emotional analysis for research, product testing and regulated environments.
FCA Regulatory Sandbox entry. Two accelerator programmes. First commercial proof of concepts.
13 industry awards. API platform launch. Defence, insurance and sports verticals in active development.
Founder
Built by someone who has led behavioural analytics at scale.
Jonathan Prescott
Founder & CEO · Cavefish
MBA, Bayes Business School · B.Eng Computer Systems Engineering · NYU Stern guest lecturer · Strategy Director, AI Wales CIC
Jonathan Prescott founded Cavefish in September 2023 after a career leading digital performance and behavioural analytics teams across the EU, UK and US — including the Royal Mint and Assurant, a $10bn global insurance group.
His background spans digital transformation, data analytics and applied AI in regulated commercial environments. EchoDepth exists because he saw the same gap repeatedly: organisations making high-stakes decisions based on what people said they felt, not what they actually felt.
He writes about emotional AI, FACS analysis, and the science of measuring what people actually feel in the EchoDepth Insights section.
Jonathan holds an MBA from Bayes Business School (Leadership Communication) and a B.Eng in Computer Systems Engineering. He has taught at NYU Stern School of Business and mentors MBA students and early-career professionals in AI and digital strategy.
Credentials
Credentials
Validated by the institutions that matter.
Infrastructure
Built on certified, enterprise-grade infrastructure.
EchoDepth is built and maintained on ISO 9001 and Cyber Essentials certified infrastructure in Cardiff — the same development environment that delivers for NHS, defence and aviation clients.
Community & Ecosystem
Rooted in the Welsh AI ecosystem.
Cavefish is an active contributor to the Welsh AI ecosystem — not just a product company, but an organisation committed to building the infrastructure for responsible AI adoption in Wales and beyond.
- AI Wales CIC — active member and programme contributor. AI Wales represents ~2,500 members across Wales.
- FTW (Foundry) — programme development for Welsh Government, including the Pathfinder AI adoption model.
- Welsh Government — engagement on AI adoption frameworks for SMEs and public sector organisations.
- Behavioural analytics background — the Cavefish team brings prior experience leading behavioural analytics across the EU, UK and US, including the Royal Mint and Assurant.
Ethics & Responsible AI
We've thought harder about the limits than the capabilities.
Emotional AI can be misused. We know this. Our approach to responsible deployment is not an afterthought — it is built into the product, the documentation and the commercial terms.
EchoDepth does not claim to detect deception. It measures physiological markers. This distinction is fundamental — and non-negotiable in all deployments.
EchoDepth outputs are advisory. No automated decision that affects an individual may be made solely on the basis of EchoDepth data. A qualified human must review and act.
Training across 6 countries and 14 cultures is not a marketing claim — it is a bias mitigation strategy. We will not deploy EchoDepth in contexts where demographic bias in the model could cause discriminatory outcomes.
No raw video is retained. No biometric data is stored. All outputs are anonymised scores and statistical summaries. GDPR compliance is structural, not procedural.
Explore what EchoDepth Insight can do.
See the science, explore use cases, or book a call to discuss your research challenge.