Caveat. We’re not medical doctors or PhDs, and we don’t pretend to be. What we are, however, is a team of experienced investigators. We know how to trace sources, verify information, and follow the trail of evidence, especially when it comes to claims made about youth, technology, and mental health.
In today’s onlife world, misinformation is increasingly coming dressed up in scientific jargon, colourful brain scans, and emotional appeals in which parents, caregivers, and educators are often the target. (1)(2)
Recently, one of our followers sent us a pair of viral brain scan images circulating on social media wanting to know our thoughts. These images claimed to show the effects of different activities on brain chemistry, things like strolling through a park versus scrolling on Instagram, or watching a sunset versus watching TikToks. The images were colour-coded and impressive, supposedly representing levels of dopamine, testosterone, serotonin, oxytocin, cannabinoids, and opioids when involved in certain life activities both on and off line.
Parents were sharing these images online in discussion forums with alarm, holding them up as proof that apps like Instagram and TikTok are harmful to the developing brain. So we asked ourselves, “Where did these apparent brain scans come from? And what science backs them up?”
After some digging, we discovered that the images were created by a company called “Matter Neuroscience.” (3) They weren’t part of any peer-reviewed study. Instead, they were promotional material tied to the company’s own app, which claims to use neuroscience to map memories and emotions. (4)
Curious, we reviewed the self published “white paper” Matter Neuroscience posted on their webpage to support their product. (5) A critical detail, the paper does not appear to be peer-reviewed, which resulted in an immediate red flag to us, as peer review is one of the most basic filters for confirming credibility when it comes to scientific research.
It is important for the reader to understand that functional MRI (fMRI) doesn’t directly measure neurotransmitters like dopamine or oxytocin. What it does measure is blood flow changes in the brain, more specifically, something called a BOLD signal (Blood Oxygen Level Dependent). When a part of the brain becomes more active, blood flow increases there, and that’s what the fMRI detects. It’s an indirect measurement of brain activity and not a chemical report card.
So, what are these images? They’re not scans at all. They appear to be AI-generated illustrations, visual interpretations created by an algorithm that the app’s developers designed. According to their own paper, the images are:
“Emotional fingerprints thought to reflect the neural mechanisms underlying the experience of the positive emotion, such as the dopaminergic enthusiasm or the oxytocin-mediated nurturant love.”
In other words, the app guesses what a memory might look like in your brain and simulates a scan to go with it. These aren’t real measurements; they’re artistic projections wrapped in scientific language.
The paper even noted that the app:
“Simulates the intensity and location of brain activity associated with each recorded memory and presents it as a creative illustration.”
Let’s emphasize that, it’s a creative illustration. Not a fMRI or MRI scan. Not a PET scan. Not real-time measurements. Just a well-designed visual output driven by an algorithm that was developed and designed for an app.
So why does this posting matter? The concern isn’t just about one app or misleading images, it’s about a bigger issue about how non-peer-reviewed pseudo-science is being used to push narratives, particularly when it comes to technology and youth. Pseudo-science is any belief, practice, or system that claims to be scientific or based on scientific principles but lacks the evidence, methodology, or rigorous testing that true science requires.
Again, we must emphasize that we acknowledge that there are very real emotional, psychological, physical, and social consequences to “some” youth and teens that we as parents, caregivers, and educators need to be aware of and that we have spoken to in other articles.
Parents are often overwhelmed with information. When a chart or a brain scan appears to confirm a fear it’s tempting to share it. But if that information isn’t rooted in credible peer-reviewed science, it can do more harm than good.
Apps like the one created by Matter Neuroscience may be novel, innovative, and creative, but we need to be honest about what they are and what they aren’t. A phone app can’t read your brain chemistry. And AI-generated illustrations are not scientific proof. However, we do believe that Matter Neuroscience appears to offers an innovative and novel tool for self-reflection that aims to enhance happiness through positive memory tracking. However, the scientific community has not yet broadly recognized or validated their specific methods and findings. In fact in their “white paper” Matter Neuroscience in their conclusion stated:
“we are continuing our research efforts to further validate and expand upon this emotional biomarker”
We hope they succeed, given that the world needs good peer-reviewed evidence-based programs and education that helps to increase positive mental health and happiness for youth, teens, and adults.
As parents, caregivers, and educators, it’s easy to believe fancy graphics that are purported to be wrapped in scientific research. It’s our responsibility to be discerning. It’s easy to get swept up in alarmist posts and viral images, especially when they appear to confirm our worst fears. But we owe it to ourselves, and to our kids, to ask hard questions:
- Who made this?
- What’s their agenda?
- Where is the peer-reviewed science?
- Is this actually a brain scan, or is it just a guess?
We’re not saying that technology has no impact on the brain. Of course it does, to what extent is still being researched and argued. But we need to be guided by good science, not sensationalism. And when something feels more like marketing than medicine, it probably is.
In today’s onlife world where content moves faster than truth, it’s never been more important for parents and caregivers to practice digital discernment. The viral brain scan images tied to Matter Neuroscience’s app may look impressive, they are and gave us pause, but they are not rooted in peer-reviewed science. They are more like algorithm-generated visualizations, creative guesses rather than evidence-based scientific insight.
This isn’t just about one app or one set of images. It’s a broader warning about how easily pseudo-science can slip into our social feeds, armed with scientific jargon and flashy graphics, and how quickly fear-based narratives can take hold of such images, especially when a youth or teen’s well-being is involved.
As investigators, not neuroscientists, our strength lies in following the trail of evidence. And in this case, the trail led us to these AI generated images being used as a marketing tool. That matters because when information looks like science, it can confuse, mislead, and ultimately damage the conversations we need to be having about technology, mental health, and youth development when taken out of context.
To be clear, we are not dismissing the legitimate concerns surrounding how technology affects youth and teens. There is important, ongoing research into this space. But critical discussions must be grounded in credible, peer-reviewed evidence, not speculation packaged as scientific fact.
We don’t need to reject all technology or ignore the real issues it can present. But we do need to reject false certainty and pseudo-science. Our kids deserve that, and so do we as parents, caregivers, and educators!
Digital Food For Thought
The White Hatter
Facts Not Fear, Facts Not Emotions, Enlighten Not Frighten, Know Tech Not No Tech
References:
2/ https://thewhitehatter.ca/blog/why-context-is-important-to-prevent-misinformation/
4/ https://apps.apple.com/us/app/matter-neuroscience/id1614883442
