EP 106: Ant Cousins Explains Why Handing Empathy to AI Almost Went Wrong

In this episode of Embracing Marketing Mistakes features Ant Cousins unpacking a moment where trusting AI with empathy nearly caused real harm.Ant Cousins is Vice President of Product at Meltwater and has spent over 25 years working across defence, public safety and AI. He previously advised the UK Ministry of Defence in Iraq and Afghanistan, worked in counterterrorism and strategic communications, and later led AI efforts to combat misinformation.Broadcasted live, the conversation captures the unfiltered reality of how AI decisions play out under pressure. Ant draws on experience from defence, counterterrorism and modern AI product leadership to explain why empathy is one area where automation still struggles.From deepfakes and crisis communications to a powerful real-world incident involving emergency response, this live discussion shows both the value of AI and its limits. The key lesson is about responsibility, judgement and knowing when human intervention must stay firmly in place.This episode is essential listening for senior marketers, comms leaders and anyone using AI in sensitive or high-risk situations.Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show.Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show:TikTok, YouTube