Rolando Masís-Obando on The Neuroscience of Experience: Key Insights into BCI, Memory, and the Future of Storytelling
- Nico Fara
- Nov 25, 2025
- 4 min read
This week on The Immergence Show, we were thrilled to host Rolando Masís-Obando, a Computational Neuroscientist at Johns Hopkins University and a filmmaker who explores the intersection of art, technology, and the human brain. He is a recognized voice in the fields of memory research, neuroethics, and the psychological impact of Extended Reality (XR).
Rolando shared profound insights into how our brains map virtual spaces, the rapidly advancing world of Brain-Computer Interfaces (BCI), and the surprising legal frameworks emerging for artificial intelligence. This article distills the key educational takeaways and pivotal insights from our discussion.
While we explore the core concepts here, to truly grasp the depth of Rolando’s vision, including his candid and hilarious story about the "Empty Room" experiment involving death metal music and memory retention, the full video interview is a must-watch.
Theme 1: The Memory Palace and the Power of Context
Rolando’s research delves deeply into "context"—how the spatial environments we inhabit shape the way we think and remember. He referenced the ancient "Method of Loci" (or Memory Palace), a technique where information is bound to specific physical locations to aid recall. By using Virtual Reality, Rolando has been able to scientifically quantify a potential property of this phenomenon. His research suggests that the stability of our neural representation of a space can actually predict how well we will remember (neurally) a future experience within that space.
Key Insight: "We were able to predict how well a new experience was going to be reinstated just by knowing how well they represent a space... essentially predicting the future of memory recall."
Theme 2: The Science of Storytelling – Stability and Destabilization
For creators, marketers, and brand builders, neuroscience may not provide a magic formula, but it does offer some useful clues for improved engagement. Rolando emphasized that he was speculating from his research background when he suggested that for a story or experience to be memorable, it first needs to establish a "stable context" or motif—a reliable anchor that the audience trusts. Once that stability is established, the storyteller can "destabilize" it (flip the script or change the association). It is this friction, he posits, between the established stability and the sudden surprise that may create deep emotional impact and long-term memory retention.
Key Insight: "The movies that make us tear up are the ones that butter us up first, establishing a stable anchor, and then completely disrupt that image. That destabilization is the moment of catharsis."
Theme 3: The Reality of Brain-Computer Interfaces (BCI)
Moving from memory to hardware, Rolando provided a reality check on the state of Brain-Computer Interfaces. He distinguished between the "theoretical first" approach vs the new "engineering first" mindset—building devices that solve problems (like helping paralyzed individuals walk) even before fully understanding the underlying neural theory. He also touched on the cutting edge of "mind reading," where AI models are beginning to reconstruct visual imagery (like seeing a burger) directly from brain scans, moving beyond traditional classification to novel complex decoding methodologies.
Key Insight: "We are shifting from simply detecting brain waves to actually decoding visual imagery, where AI and neuroscience combine to reconstruct what the mind is seeing with increasing accuracy."
Theme 4: Robot Rights and the "Relational" Approach
As AI becomes more integrated into daily life, our legal frameworks are lagging. Rolando drew on insights from scholars like David Gunkel and Josh Gellers to discuss the limitations of the longstanding legal dichotomy that divides the world into ‘persons’ and ‘things.’ Robots and AI fall into a gray area. He explained that some researchers argue for a "relational approach" to law, where rights are determined not by whether a robot is sentient or conscious, but by how it interacts with humans and society. He cited the fascinating real-world example of delivery robots being granted the rights of pedestrians to navigate sidewalks—a form of legal status granted purely for functional interaction.
Key Insight: "We need to create societal infrastructure that makes space for things that interact with other things... focusing on a relational approach rather than getting stuck on whether the AI is conscious."
Looking Ahead: Rolando's Vision for the Ethical Future
Rolando concluded with a cautionary but optimistic look at our technological future. He highlighted the friction between human goals and algorithmic incentives—such as when a navigation app maximizes data collection over user experience. His vision for the future of XR and AI is one where we must be hyper-aware of these "misalignments" to protect our cognitive liberty.
For Rolando’s full, unfiltered predictions on where BCI is heading—including some truly eye-opening scenarios regarding the privacy of our inner thoughts discussed off-the-cuff—the complete The Immergence Show episode is unmissable.
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About Your Host & The Immergence Show
Nico Fara is a Go-To-Market Strategist, Product Marketing Consultant, and passionate Community Builder specializing in the vibrant intersection of AI, Gaming, XR, and Consumer Tech. With a talent for translating visionary tech into compelling product strategies and fostering thriving, engaged communities, Nico empowers brands to connect authentically with their audiences and drive impactful growth. Explore Nico's insights further by visiting www.nicofara.com or www.productmarketpro.com
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