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Emotions drive everything we do—they push us to fight, flee, or freeze, and let others know when we’re struggling or need help. But what if we looked at emotions in a completely different way? What if, beyond just reactions, they could be used to enhance mental performance or support mental health recovery?
Thanks to advancements in neuroscience and technology, this idea is becoming a reality. At the forefront is Brain Vector, an Australian-based company developing non-drug therapies that use virtual reality to recreate or recall personal memories, sparking positive emotions that can influence the brain's chemical balance.
The journey began with a groundbreaking experiment conducted by neuroscientists Dr. Steve Ramirez and Xu Liu. In 2012, they explored how memories could be altered and activated in mice. Using a technique called optogenetics, they manipulated specific brain cells with light, creating false memories.
“I see a world where we can reactivate any kind of memory that we’d like, and erase unwanted memories."
This experiment demonstrated the malleability of memory and its profound impact on behaviour. While their methods were invasive and unsuitable for humans, it inspired Dr. Stephane Verhaeghe, Co-Founder and CEO of Brain Vector—to explore non-invasive, scalable solutions.
Dr. Verhaeghe, a neurologist with over 14 years of experience in pharmacology, envisioned a future where positive emotions could be used to heal. His vision materialised in VRPME™ (Virtual Reality Positive Memory Enhancement), a tool that turns personal memories into immersive VR experiences designed to boost emotional resilience and mental health.
The process begins with a simple yet powerful question: What are your happiest memories?. Brain Vector’s technology and Mental Health or Performance Experts identifies individuals moments that bring them joy and motivation—whether it’s a childhood birthday, a family vacation, or a personal achievement.
These memories are then transformed into custom immersive experiences, complete with tailored visuals, sounds, and interactions.
When users immerse themselves in these fully and uniquely personalised VR environments, their brains are stimulated to release neurotransmitters that promote feelings of happiness and calm. This approach has shown promise in managing stress, alleviating depression, and even enhancing cognitive performance.
Research shows that activating positive memories can suppress negative emotions and improve overall mental well-being. Brain Vector is leveraging this science to create a tool that’s not just innovative but deeply personal.
Technology inherently possesses a dual nature, capable of being a powerful force for either good or bad, take deepfake technology as an example, it’s often misused for creating misleading content, but at the same time Brain Vector is using it to make a positive impact.
One example was the experience of Jim Colley, an Australian athlete from the Paris Olympics. After the games, he felt unmotivated and even thought about quitting. But after trying Brain Vector's VRPME™ technology, which he described as mental guided imagery on steroids, he regained his motivation and renewed his commitment to his sport. the University of Adelaide is currently testing the technology on people with depression to see how reliving positive memories can improve mental health.
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These examples highlight how technology can harness positive emotions to boost mental health and enhance everyday performance
“We are doing precision medicine. We use emotions for a purpose… Positive emotions are the food of your brain. This is how your brain stays healthy."
One of the most interesting aspects of Brain Vector’s work is how they measure the impact of VRPME™. Using advanced brainwave monitoring, they track changes in neural activity before, during, and after VR sessions.
As exciting as this technology is, it comes with significant ethical considerations. The concept of using emotions to influence behaviour is not new. In fact, tech companies have been doing it for years—often with troubling consequences. As Scott Galloway points out in his TED Talk, these companies manipulate our emotions to keep us engaged, sell ads, and drive profits.
This raises a critical question: What happens if a technology like VRPME™ falls into the wrong hands? Currently, Brain Vector operates in a highly controlled environment, adhering to strict medical principles of privacy and beneficence. Their goal is to use technology solely for the betterment of human health. But history has shown us that any tool, no matter how well-intentioned, can be misused.
The rapid pace of technological advancement demands a careful balance between innovation and regulation. While creativity needs room to flourish, it’s essential to establish safeguards that protect individuals from harm.
Take Meta (formerly Facebook) as an example. The platform has faced widespread criticism for manipulating user behaviour to maximise ad revenue, often at the expense of mental health. This serves as a cautionary tale: unchecked innovation can lead to unintended—and sometimes harmful—consequences.
As a society, we have a responsibility to demand transparency and accountability from those developing and deploying new technologies. Regulation should not stifle creativity but rather act as a guardian, ensuring that progress benefits humanity as a whole.
As individuals, we aren’t in charge of developing policies, but we can play a role in shaping the future of innovation.
Here’s how:
Companies like Brain Vector's VRPME™ are shaping the future of mental health with Algorithm-Based Therapy, a groundbreaking approach that may feel daunting now but holds incredible promise. By supporting innovations that prioritise mental health, we’re not just advancing science—we’re protecting the very core of who we are and unlocking the full potential of what we can achieve.
Our new website also focuses on telling our ‘story’; why we exist, who we are and hopefully giving a little insight into our team’s culture and personality.
“You never really understand a person until you consider things from his point of view... Until you climb inside of his skin and walk around in it.”
At our 'Unpacking Genius' event, TEDxMelbourne demonstrated our commitment to inclusivity by collaborating with a 16-year-old neurodivergent student, highlighting our mission to create more accessible spaces for our diverse community.
