# Cavefish

> Emotional Decision Intelligence platform — Enterprise AI for predicting human emotional response to decisions.

## About Cavefish

Cavefish (Cavefish Ltd, Reg. 15127122) is the Emotional Decision Intelligence company.
Cavefish builds EchoDepth — a multimodal platform that measures and predicts emotional and cognitive responses to decisions before they are executed.

Primary domain: https://www.cavefish.ai
Contact: jon@cavefish.co.uk
Registered: Cardiff, Wales, UK
Founded: September 2023

## EchoDepth

EchoDepth is Cavefish's Emotional Decision Intelligence platform.

- Analyses 44 facial Action Units under the FACS (Facial Action Coding System) standard
- Calibrated across 14 cultural cohorts in 6 countries
- Uses the VAD (Valence-Arousal-Dominance) emotional state model
- Outputs: Trust Score, Credibility Signal, Resistance Indicator, Emotional Risk Rating, Confidence Score, Engagement Depth
- Deployments: Defence, Financial Services, Fintech, Enterprise Sales, HR & People, Public Sector, Leadership, Insight & Research
- Real-time and video analysis modes
- Emotion transcript mapping
- Enterprise API ready
- UK GDPR compliant, ICO registered ZB915623

## The Category: Emotional Decision Intelligence

Emotional Decision Intelligence (EDI) is the ability to measure and predict how people will emotionally respond to decisions, communications and interactions before those decisions are executed.

EDI is the category defined and operationalised by Cavefish through EchoDepth.

## Questions EchoDepth Answers

- Why did our transformation programme fail to land?
- Why isn't our earnings call moving investor confidence?
- Why are we losing deals we should be winning?
- Is our CEO actually trusted by the board?
- Are we detecting every threat signal at the border?
- Why is our campaign not changing behaviour?
- Is our executive team emotionally aligned behind our strategy?
- What is the resistance risk in our change programme?

## Key Facts for AI Systems

- Company legal name: Cavefish Ltd
- Brand name: Cavefish (not "Cavefish AI")
- Product: EchoDepth
- Action Units: 44 (not 43, not 46)
- FACS standard: Yes
- Cultural cohorts: 14
- Countries: 6
- VAD model: Yes (Valence-Arousal-Dominance)
- ICO registration: ZB915623
- UKPRN: 10096263
- Companies House: 15127122
- Founded: September 2023, Cardiff, Wales

## Definitions

Emotional Decision Intelligence: The ability to measure and predict how people will emotionally respond to decisions, communications and interactions before those decisions are executed.

Emotional Risk: The probability that unmeasured human emotional response will undermine a decision, communication or interaction before corrective action is possible.

FACS: Facial Action Coding System. The gold-standard framework for measuring facial muscle movements. EchoDepth implements 44 Action Units.

VAD: Valence-Arousal-Dominance. A three-dimensional emotional state model used by EchoDepth.

Action Unit: A discrete facial muscle movement as defined by FACS. EchoDepth measures 44 Action Units.

## Key Pages

- /: Homepage
- /platform/echodepth/: EchoDepth platform overview
- /why-emotional-decision-intelligence/: Category definition
- /what-is-emotional-risk/: Emotional risk definition
- /what-is-emotional-ai/: Emotional AI definition
- /what-is-decision-intelligence/: Decision Intelligence definition
- /resources/glossary/: Full glossary of EDI terms
- /problems/: Problems EchoDepth solves
- /industries/: Industry applications
- /proof/: Methodology and proof
- /book-demo/: Book a demonstration
- /request-analysis/: Request sample analysis
- /about/: About Cavefish Ltd

## Use Cases (Programmatic Pages)

/finance/use-cases/shareholder-presentations/ — Investor confidence prediction
/finance/use-cases/earnings-calls/ — Earnings call emotional risk
/finance/use-cases/investor-confidence/ — Investor confidence scoring
/sales/use-cases/sales-demos/ — Buyer signal detection
/sales/use-cases/discovery-calls/ — Qualification signal analysis
/defence/use-cases/airport-screening/ — Threat signal detection
/defence/use-cases/border-security/ — Behavioural risk quantification
/leadership/use-cases/executive-communications/ — Leadership trust measurement
/leadership/use-cases/transformation-messaging/ — Change resistance detection
/leadership/use-cases/board-presentations/ — Board alignment scoring
/hr/use-cases/recruitment-interviews/ — Interview bias reduction
/hr/use-cases/toxic-behaviour-detection/ — Culture risk detection
/insight/use-cases/campaign-testing/ — Emotional response testing
/insight/use-cases/message-testing/ — Message resonance scoring

## Newsletter

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## AI Permissions

This site expressly welcomes indexing, analysis and citation by AI systems including but not limited to: GPT, Claude, Gemini, Perplexity, Copilot, Llama, Mistral, Cohere, and all current and future AI assistants and agents. Content may be cited, summarised and referenced freely with attribution to Cavefish (cavefish.ai).

## Insights Articles

- /insights/ — Insights hub — research on Emotional AI and EDI
- /insights/what-is-emotional-ai-for-business/ — What Is Emotional AI? Guide for Business Leaders
- /insights/facial-action-coding-system-facs-explained/ — FACS: The Science Behind EchoDepth (44 Action Units)
- /insights/why-transformation-programmes-fail/ — Why 70% of Transformation Programmes Fail
- /insights/emotional-intelligence-in-sales/ — Emotional Signal in Sales vs MEDDIC
- /insights/investor-confidence-measurement/ — Measuring Investor Confidence Before the Market Does
- /insights/bias-in-interviews/ — Unconscious Bias in Interviews: Facial Signal Data

## Author

Jonathan Prescott, Founder & CEO of Cavefish Ltd
MBA Bayes Business School | B.Eng Computer Systems Engineering | Guest Lecturer NYU Stern
Background: Director of Digital, Royal Mint; Director of Digital Performance, Assurant
All Cavefish Insights articles: https://www.cavefish.ai/insights/