Andrew McStay is Professor of Technology and Society and Director of The Emotional AI Lab at Bangor University, UK. He is the author of books, articles, and chapters assessing emergent technologies and their social implications. His work has covered cross-cultural social analysis of emotional AI, extended reality, and personal data stores. Active in the technology standards development community, he also serves as an advisor to policy organisations, NGOs, and as a critical friend to several start-ups.