Immersion Tracks Oxytocin Levels to Improve Entertainment. Critics Fear It's Going Too Far.

Sam Blake

Sam primarily covers entertainment and media for dot.LA. Previously he was Marjorie Deane Fellow at The Economist, where he wrote for the business and finance sections of the print edition. He has also worked at the XPRIZE Foundation, U.S. Government Accountability Office, KCRW, and MLB Advanced Media (now Disney Streaming Services). He holds an MBA from UCLA Anderson, an MPP from UCLA Luskin and a BA in History from University of Michigan. Email him at samblake@dot.LA and find him on Twitter @hisamblake

Immersion Tracks Oxytocin Levels to Improve Entertainment. Critics Fear It's Going Too Far.

Paul Zak spent over two decades developing the science beneath his company, Immersion. His tastemaker software aims to measure and predict how people respond to music, movies and other experiences by tracking their brain activity through a smartwatch or fitness tracker.

With a newly launched software-as-a-service platform, his mind-reading tool is now available to the masses for as little as $199 a month.


But the wide release of a technology that purports to know people better than they know themselves is worrying to some, who say it could limit artistic expression, perpetuate unconscious biases and, in the wrong hands, subject unwilling people to spying and manipulation.

Zak's tool measures emotional resonance, or what he calls "immersion." It uses sensors to track attention levels and infer brain levels of oxytocin, the so-called "love hormone" known for its association with bonding that works as a neurotransmitter. The sensors monitor how a person's brain responds to a given stimulus, moment by moment. Software generates a readout that provides real-time feedback potentially useful for everything from testing Hollywood audiences to understanding what resonates during a work presentation.

Through sensors Immersion measures someone's pulse, which Zak says is correlated with attention levels.

"Attention is the necessary condition; immersion is the sufficient condition," he added, noting that the latter is measured by oxytocin: a naturally occurring chemical in the brain that, he says, "is why people cry at movies when the boy kisses the girl."

\u200bPaul Zak

Paul Zak directs Claremont Graduate University's Center for Neuroeconomic Studies

Zak, who directs Claremont Graduate University's Center for Neuroeconomic Studies, researches how brain activity corresponds to decision-making. His papers have been cited by academic publications over 15,000 times. He is not without his critics, though, some of whom have argued that oxytocin, in addition to correlating with feelings like empathy and trust, can also correlate with envy and tribalism.

As wearable sensors improved over time, Zak says he became able to map the data gathered by noninvasive, everyday items like smartwatches back to the brain-activity readouts he's gathered for years in his lab from blood-draws and expensive medical equipment.

"We created the first democratized platform for neuroscience where anybody could measure what the brain loves in real time," he said. And with this week's release of his company's SaaS platform, just about anyone can use it.

After three years working in stealth, Immersion ramped up its marketing right around the onset of the pandemic. The company began as a service focused primarily on helping entertainment companies create better content.

It has worked with a handful of Hollywood studios, including Paramount and Warner Bros, to help produce movie trailers, determine slates for the upcoming fall TV lineup and ascertain whether during lockdown people preferred to watch new or familiar content.

Zak said Immersion can predict hits with over 80% accuracy. Music streamer Pandora has used the service to study which songs listeners would enjoy, he said.

The idea of using mind-interpreting software on the masses to shape what we experience offers intriguing possibilities, but some say it could also amplify biases and distort creative output by favoring content that scores well on brain-activity metrics.

Traditional focus groups rely on surveys to gather feedback. When people fill out questionnaires on what they liked and disliked about a given experience, they have time to counteract their subconscious biases that may instinctively cause them to recoil from certain concepts they find unappealing, such as homosexuality, said Patrick Lin, director of Ethics + Emerging Sciences Group at Cal Poly in San Luis Obispo. Relying on real-time brain activity, though, doesn't give people the opportunity to self-correct for those biases.

"You can hide that in a survey, but you might not be able to hide it from a technology like this," said Lin. That could skew productions away from edgier or more provocative fare that Lin says can be useful for dislodging society from its comfort zones.

But to Zak, being able to measure how people really feel offers tremendous potential for improving and even lengthening lives. He is in talks with smartwatch makers to include Immersion on their devices out of the box. The reason someone would want that, he said, is to learn from their data what frustrates them and what makes them happy.

"Then you can begin to curate people's lives for greater happiness," he said. "And we know that individuals who are happier live longer."

Immersion

When the world went remote, film production slowed down and face-to-face contact dwindled, and other kinds of businesses began looking to Immersion for help. Companies needed ways to monitor the effectiveness of their attempts to adapt to a distributed world where social cues like body language were no longer available and surveys were unreliable. Zak said he has signed on three of the five FAANG companies as clients to help them make meetings and employee trainings more engaging.

Immersion is designed so that, in these situations, employers can only match data to specific employees if they have consented to having their identities revealed. Zak said Immersion does not store any personally identifiable information online, and noted that his company has worked with European firms and was deemed compliant with the EU's strict data privacy-protection laws.

But going deeper into workers' minds not only raises privacy questions but could also make employees' lives more difficult.

One could easily imagine unscrupulous companies using the technology to squeeze out every last drop of employee productivity, said Michael Karanicolas, executive director of the UCLA Institute for Technology, Law and Policy. He pointed to news reports of Amazon employees struggling to find time to use the bathroom during their shifts as an example of the danger.

When asked about potential ethical concerns, Zak emphasized his company's policy of requiring consent before people's brain activity is tracked.

Zak has been a trailblazer in the field of neuroeconomics. He has received grants totaling over $1 million from the U.S. Department of Defense and Intelligence community to research what motivates people to make decisions and take action. His 2011 TED talk on oxytocin has nearly 2 million views. He was even once named one of the 10 sexiest geeks by WIRED Magazine.

Zak formed Immersion when the university where his lab is based grew uncomfortable with commercial applications of his research, he said.

In March this year, his company landed a $1.7 million seed investment led by Silicon Valley billionaire investor Tim Draper.

"The real arc of my professional life has been to create technologies to help people live more fulfilled and happier lives," he said. "And so this is really the culmination for me of 25 years of my life."

Yet with his company's lofty goals comes the possibility, as with any technology, of unintended consequences.

"These mindreading technologies are going to chip away at the last fig leaf we have," said Lin, "–the privacy inside our own head."

Editor's note: This story was updated to clarify role of oxytocin

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Standing Together Through the Flames

🔦 Spotlight

To our Los Angeles family,

This week’s wildfires have brought immense pain and hardship to our beloved city. Many of our friends, neighbors, and colleagues have faced evacuations, power outages, and the devastating loss of homes and livelihoods. Our hearts go out to everyone affected by this tragedy.

At dot.LA, we want to express our deepest sympathy to those suffering in this moment. We see your resilience and stand with you during this challenging time. This community has always been defined by its strength and compassion, and now is the time to come together in support.

If You or Someone You Know Has Been Impacted, Resources Are Available:

Evacuation Shelters:

  • Calvary Community Church: 5495 Via Rocas, Westlake Village, CA 91362
  • Ritchie Valens Recreation Center: 10736 Laurel Canyon Blvd., Pacoima, CA 91331
  • Pan Pacific Recreational Center: 7600 Beverly Blvd., Los Angeles, CA 90036
  • Westwood Recreation Center: 1350 Sepulveda Blvd., Los Angeles, CA 90025
  • Pasadena Civic Auditorium: 300 East Green Street, Pasadena, CA 91101
  • Pomona Fairplex: 1101 W McKinley Ave, Pomona, CA 91768
  • Stoner Recreation Center: 1835 Stoner Ave, Los Angeles, CA 90025

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Small Animals:

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Large Animals:

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Disaster Relief Information:

  • LA County Assessor: Information for property owners and FAQs about disaster relief.

Mental Health Support:

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Transportation Support:

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Staying Informed:

  • Watch Duty App: Provides real-time wildfire tracking, evacuation warnings, and updates.
  • Los Angeles Fire Department Alerts: Visit their website for the latest information on fire status and safety guidelines.

Safety Precautions:

  • Ready, Set, Go!: Personal Wildfire Action Plan by the Los Angeles County Fire Department.

To those in our community who are volunteering, donating, or offering aid in any form—thank you. Your efforts embody the spirit of LA: strong, compassionate, and unstoppable.

At dot.LA, we’re committed to amplifying stories of resilience and support. If you’ve seen inspiring acts of kindness or have resources to share, please let us know. Together, we can shine a light on the incredible ways this community is stepping up during these trying times.

In the days ahead, let’s hold tight to the bonds that unite us and remember that we are stronger together. The fires may scar the land, but they cannot dim the collective spirit of Los Angeles.

We’re here for you, and we’re with you.

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    A Strong Finish to 2024 for LA Tech: Crosscut Ventures Leads the Way

    🔦 Spotlight

    Happy Friday LA!

    As we close the book on 2024, Los Angeles has had a remarkable year in tech and venture capital. From groundbreaking funding rounds to industry-defining innovations, the city’s tech ecosystem has showcased its ability to adapt and thrive. Among the year’s final highlights was the announcement that Crosscut Ventures, one of LA’s premier early-stage venture capital firms, has added Jon Ylvisaker as its newest Partner.

    Crosscut Ventures’ Bold New Direction

    Announced in late December, Jon Ylvisaker’s appointment reflects Crosscut Ventures’ commitment to advancing its focus on the energy transition. Ylvisaker brings decades of experience in driving investments in energy technologies and digital infrastructure. As the founding partner and managing director of Yield Capital Partners, he led investments in startups and established companies shaping the future of sustainability. At Wolfacre Global Management, a Tiger Management hedge fund, he further honed his expertise in supporting impactful climate-focused solutions.

    Brian Garrett, Managing Director and Co-Founder of Crosscut Ventures, said, “Jon's extensive experience in climate and digital infrastructure investments, coupled with his impressive track record of bringing groundbreaking technologies to market, makes him the ideal partner to help lead our focus.”

    Since its founding in 2008, Crosscut has played a key role in shaping LA’s tech landscape. Ylvisaker’s addition reinforces the firm’s commitment to addressing global challenges like energy transition and sustainability, further solidifying its leadership in venture capital innovation.

    What’s Next for LA Tech in 2025

    The momentum from 2024 has set the stage for an even bigger year ahead. Entrepreneurs, investors, and innovators in LA are poised to take on new challenges and create meaningful change across industries.

    As we step into 2025, we want to thank everyone who helped make 2024 such a standout year. Here’s to another year of progress, innovation, and success. From all of us at dot.LA, Happy New Year!

    🤝 Venture Deals

    LA Companies

    • First Resonance, a company specializing in digital manufacturing software through its ION Factory OS, has raised a $20M funding round led by Third Prime with participation from Blue Bear Capital and others. This brings its total funding to $36M and will be used to accelerate product development, grow its customer base, and enhance support for advanced manufacturing sectors like aerospace, robotics, and clean energy. - learn more
    LA Venture Funds
    • Finality Capital Partners led a $17M Seed funding round for ChainOpera AI, a California-based company developing blockchain networks for AI-powered agents and applications, to accelerate product development, expand its team and enhance its blockchain and AI integration capabilities. - learn more

    LA Exits

    • Thirteen Lune, an inclusive beauty e-commerce platform, has been acquired by SNR Capital, marking a significant milestone in the platform's mission to amplify underrepresented beauty brands while fueling its next stage of growth. - learn more
    • Ergobaby, a leading brand in juvenile products known for its high-quality baby carriers, has been acquired by Highlander Partners. The acquisition aims to bolster Ergobaby’s growth, expand its product offerings, and strengthen its position in the parenting solutions market. - learn more

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    Salt AI’s $3M Bet, Snapchat’s Creator Cash, Rivian’s EV Tech, and ŌURA’s $200M Win

    🔦 Spotlight

    Happy Friday, LA - let’s dive right in to this week’s highlights:

    Salt AI, a forward-thinking AI startup based in Los Angeles, has secured a $3 million seed funding round led by Morpheus Ventures with participation from Struck Capital, among others, to tackle the complexity of managing workflows.Salt AI's blog details how its platform centralizes tools like CRM systems, project management software, and data trackers into one interface, eliminating inefficiencies and freeing up teams to focus on meaningful work. With new funding in hand, Salt plans to scale its platform and expand its reach, a move that underscores how AI can solve everyday business challenges.

    Image Source: Salt AI - Aber Whitcomb

    While Salt AI focuses on the workplace, Snapchat is doubling down on creators, with its latest updates introducing revenue-sharing opportunities and direct monetization features. The company’snewsroom update outlines how enhanced analytics will help creators better understand their audiences and sustain their work. The platform's latest updates introduce revenue-sharing opportunities and direct monetization features, along with analytics that give creators deeper insights into their audience. By making it easier for creators to grow and sustain their work, Snapchat positions itself as a key player in the creator economy, offering features that rival platforms like YouTube and TikTok.

    Image Source: Snap

    On the roads, Rivian is redefining what it means to drive an electric vehicle. The company’s latest software update includes advanced route planning, energy management tools, and customization options that make every trip more intuitive and efficient. Additionally, Rivian has introduced new entertainment features, including Google Cast, YouTube, and SiriusXM, as featured in Rivian’ssoftware spotlight, enhancing the in-cabin experience for drivers and passengers alike. This isn’t just about convenience; Rivian is showing how thoughtful software design can elevate the entire EV experience, blending practicality with sophistication.

    Image Source: Rivian

    ŌURA is making headlines with a fresh $200 million Series D funding round, with participation from Fidelity Management & Research Company and Dexcom, which now values the company at $2.55 billion. This investment, as reported byBusiness Wire, highlights the growing demand for wearable health technology and positions ŌURA as a leader in the space. With its sleek design and emphasis on actionable health insights, the funding will enable ŌURA to expand its reach and further integrate wearables into daily health management, strengthening its position in the competitive health tech market. With this funding, ŌURA aims to reach more users and expand its capabilities, further embedding wearables into daily health management.

    Image Source: ŌURA

    Stay tuned as Salt AI, Snapchat, Rivian, and ŌURA continue to evolve, offering us new ways to work, connect, and live better.

    🤝 Venture Deals

      LA Venture Funds
        • Undeterred Capital participated in a $7M Seed funding round for Portal, a Watertown, Mass.-based biotech company specializing in advanced intracellular delivery technology to drive innovations in biological research and cellular therapeutics. - learn more
        • Vamos Ventures participated in a $7.9M Series A funding round for Culina Health, a Hoboken, NJ-based company that provides personalized, science-based virtual nutrition care by connecting patients with registered dietitians, with plans to use the funds to expand its offerings for dietitians and patients, implement AI-driven tools to enhance care efficiency, and strengthen its leadership team through key hires. - learn more
        • Humans Ventures participated in a $3.8M Seed funding round for Hamming.ai, a San Francisco-based company specializing in automated tools for testing and optimizing voice agents, with plans to expand its platform, enhance reliability and perform, and accelerate product development. - learn more
        • Fifth Wall led, with participation from Starshot Capital and others, in a $9.5M Series A funding round for Mojave, a Sunnyvale, CA-based company developing energy-efficient commercial air conditioning technology. The funds will be used to accelerate the adoption of its innovative systems and reduce energy consumption in the cooling industry. - learn more
        • ReMY Investors participated in a $17M Series B funding round for Scripta Insights, a company that leverages data analytics to help employers and healthy plans reduce prescription drug costs, with the funds aimed at expanding its platform and scaling operations. - learn more
        • Mantis VC participated in a $16.5M funding round for Nuon, a company specializing in Bring Your Own Cloud (BYOC) solutions that streamline AI, data, and infrastructure software deployment. The funds will support product development, readiness for general availability in 2025, and efforts to expand customer acquisition. - learn more
        • B Capital participated in a $102M Series C funding round for Precision, a company developing minimally invasive brain-computer interfaces to treat neurological disorders, with plans to use the funds to expand its team, advance clinical research, and refine its AI-powered brain implant for helping users with severe paralysis operate digital devices using their thoughts. - learn more
        • The Games Fund led a $3M Seed funding round for Dark Passenger, a Poland-based game studio founded by veterans of The Witcher 3 and Cyberpunk 2077, to create an unannounced, innovative, first-person multiplayer PvPvE stealth-action game set in a distinctive universe inspired by feudal Japan and martial arts cinema. - learn more

            LA Exits

            • Calliope Networks, a generative AI company providing licensed media content like movies, TV shows, and news, has been acquired by Protege to strengthen its platform’s capabilities in advancing AI development. - learn more

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