Media Cymru and Transport for Wales fund R&D for emotional AI and digital travel series

Earlier this year, we joined forces with Transport for Wales (TfW) on an exciting accelerator programme designed to support Welsh businesses and entrepreneurs in developing cutting-edge innovations for the transport sector.  

In July 2025, eight pioneering start-ups were showcased at a Demo Day, hosted by TfW. The event was the culmination of a rigorous 10-week programme where innovators developed solutions to key challenges in transport and media.  

As part of the programme, CaveFish and Crash Productions have been awarded R&D funding to explore their ideas. 

Cavefish is a Cardiff-based company using applied artificial intelligence. They specialise in emotional AI – a ground-breaking technology that detects and analyses emotional tone in text, images, voice and video. 

Cavefish’s project will develop their existing emotional intelligence platform, EchoDepth. The AI engine can interpret over 50 distinct emotions from facial expressions, voice, and text, helping to personalise passenger content and experiences. 

Jonathan Prescott, Co-Founder at Cavefish, said: “We’re thrilled to be collaborating with Transport for Wales and Media Cymru to explore how emotional AI can enhance passenger experiences.  

“Our work with EchoDepth will help us understand how people truly feel when travelling – from excitement to frustration – and use that insight to make journeys smoother, more personal, and more human. It’s an incredible opportunity to combine innovation with empathy in shaping the future of public transport in Wales.” 

Crash Productions is a digital first content production company, disrupting traditional platform narratives and making youth skewing entertainment online.  

Their project will take content creators to summer holiday destinations and experiences in Wales via the TfW network. The digital travel series will create impactful, youth-orientated content.  

Christie Toal, Director of Crash Productions, said: “I’m delighted to be working on a content creator led summer campaign in Wales. The most incredible things are on our doorstep… this creator led campaign will showcase to young people what a special place this is to visit!  

“We can’t wait to help TfW move into creating exciting lifestyle led social content to reach and inspire people to come to Wales via TfW.” 

Both projects are now underway and following this R&D phase, Cavefish and Crash Productions will have the opportunity to directly implement their innovations with Transport for Wales. 

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