The neurochemistry of digital pleasure: how interaction with AI affects happiness hormones

At one point, I was deeply impressed by popular books on neuroscience that explain how our brains work. It was unexpectedly interesting, and it was also in an easy-to-understand language. So the unexpected discovery that our emotions are not just abstract experiences but the result of complex biochemical processes in the brain changed my perception of human behaviour. And today, as a person interested in communication processes, I can't help but notice how these same processes manifest themselves in our interaction with digital technologies.

At a time when artificial intelligence is becoming an integral part of our everyday life, it is worth understanding not only the technological aspects of this interaction, but also how it affects our emotional state and brain biochemistry. We are used to thinking of digital technologies as tools, but few people think about how these tools affect our happiness hormones. Simply put, how can AI make us (and is already making us) happy?

Author: Sergiy Shturhetsky, media expert

The biochemistry of pleasure: the four pillars of emotional well-being

Before we look at the connection between AI and happiness hormones, let's refresh our knowledge of these neurochemicals. In her book Habits of a Happy Brain, Loretta Breuning identifies four key hormones responsible for our emotional well-being:

• Dopamine - the hormone of motivation and reward. Simply put, it's what makes us feel "Yay! I did it!" and pushes us to seek new achievements.
• Endorphins are natural painkillers and stimulants of a feeling of relief. They are like an internal balm that soothes our pain and gives us a feeling of "Phew, it's over".
• Serotonin is a mood and self-esteem regulator. It is our inner "ray of sunshine" that creates the feeling of "I'm good, I'm doing well".
• Oxytocin is the hormone of social connection and trust. Simply put, it is a chemical "hug" from our brain that gives us the feeling of "I am not alone, I am understood".

Each of these neurotransmitters is activated by different types of activities and situations, and it turns out that different AI functions can stimulate the release of these hormones, thereby affecting our emotional state.

How AI functions activate happiness hormones

• Information search and dopamine reward

When we ask an AI assistant a question and get an answer almost instantly, the dopamine reward system is activated in our brains. As neuroscientist David Rock explains in his book Your Brain at Work, searching for and finding information triggers the release of dopamine, the same hormone that makes us feel good about achieving a goal.

Example: When you ask an AI "What is the capital of Brazil?" and get a quick answer of "Brasilia", your brain receives a small dopamine reward, similar to what a hunter feels when he finds prey.

• Tackling Challenges and the Endorphin Effect

Endorphins are our body's natural opioids that reduce pain and stress. According to Kelly McGonigal's research described in the book Willpower, overcoming challenges and solving complex problems can stimulate the release of endorphins. When AI helps us to solve a complex equation or find a way out of a problematic situation, we feel a pleasant relief, similar to the "runner's euphoria".

Example: You ask AI to solve the maths problem "2x + 3 = 7", and after receiving a step-by-step solution, you feel a reduction in cognitive stress and a pleasant relief - this is endorphins at work.

• Creative collaboration and the serotonin high

Serotonin is responsible for our sense of satisfaction with ourselves and our achievements. According to neuropsychologist Rick Hanson in his book Buddha's Brain, creative achievements increase serotonin levels, which improves mood and self-esteem. When we use AI to create content - writing texts, generating ideas, or even creating artwork - we feel proud of the result, which is partly our own.

Example: You ask AI to suggest the beginning of a story: "Once upon a time, there was a dragon who loved to bake cookies..." As you develop this idea and create your own story, you feel creative satisfaction and a boost of self-esteem through serotonin. What can we say about creating pictures and videos, songs and games that allow you to fully unleash your dormant talent?

• Digital Support and the Oxytocin Connection

Oxytocin is sometimes called the "hug hormone" because of its role in forming social bonds and feelings of closeness. Paul Zak's research, described in his book The Moral Molecule, shows that even virtual social interaction can stimulate oxytocin production. When AI provides us with support, communication assistance, or emotional feedback, we can experience a mild sense of social connection.

Example: When you ask AI to help you formulate a message for a friend or get advice on a difficult conversation, and you receive a warm, thoughtful response, it can reduce feelings of isolation and create emotional comfort through the release of oxytocin. Again, using AI to write social media posts is also indirectly indicative of the hunt for oxytocin. The reactions of the social media community determine our sense of significance and demand from others.

Media Literacy in the Context of Neurochemical Responses

Understanding the neurochemical mechanisms underlying our interaction with AI technologies is an important aspect of modern media literacy. As digital health professionals, we need to be aware of:

1. Addiction potential: The dopamine rewards of getting information quickly can create cycles of addiction, similar to those that form when scrolling through social media.
2. Cognitive offloading: The endorphin-enhanced relief of outsourcing complex tasks to AI may reduce our own cognitive stamina and ability to cope.
3. Creative symbiosis: The serotonin pleasure of co-creating with AI opens up new horizons for self-actualisation, but may blur the line between machine and human creativity.
4. The illusion of connection: The oxytocin response to interacting with AI can create the illusion of social connection, potentially replacing real human contact.

Table of correlations between AI functions and happiness hormones

Friendly conclusions and advice: how to make friends with your hormones in the digital age

Understanding how artificial intelligence "plays" with our happiness hormones is the first step towards conscious and healthy use of these incredible technologies. As a person who is passionate about both neuroscience and media literacy, I would like to share some friendly advice:

• Become a detective of your own emotions: Try to pay attention to which AI activities bring you particular pleasure. Do you like to quickly find information through a chatbot? That's your dopamine dancing! Do you feel relieved when AI solves a difficult task? Your endorphins are celebrating! Being aware of these reactions will help you create a healthy ‘cocktail’ of digital activities.

Try it: Start a small emotional diary after interacting with AI. Just write down your feelings: "After searching for information using AI, I feel elated... When I get help with writing a text, I feel calm and satisfied..."

• Let your own brain train: Use AI as a reliable assistant, but leave yourself room to brainstorm on your own. Just as your muscles need exercise, your brain needs intellectual challenges without the crutches of technology.

Try this: Set up "digital detox days" when you try to solve a problem on your own first, and only then turn to AI for help or verification.

• Remember the "real hug": The oxytocin released when you interact with AI gives you only a slight hint of the feeling of connection we get from real human relationships. Use digital support, but don't substitute it for live communication.

Try it: When AI has helped you create something interesting, share it with a real person - a friend, colleague, or family member. This will double your joy and strengthen real social connections.

• Create your own "digital happiness schedule": Weave AI interactions into your day in a way that enhances, rather than displaces, your natural sources of joy. Remember that we get the most powerful cocktail of happiness hormones from physical activity, deep conversations, creativity, and contact with nature.

Try it: Use AI to schedule activities that naturally stimulate your happiness hormones. For example, ask it (or her?) to create an interesting route for a walk around the city or help you plan a creative project with friends.

Artificial intelligence technologies are not just tools for work, but real "DJs" of our emotional state that can press the hormonal ‘buttons’ of our brain. Modern media literacy and responsible consumption of media products is not only the ability to distinguish truth from fake news, but also, as it turns out, an understanding of how digital tools affect our emotions at the deepest, biological level.

And most importantly, give yourself some freedom! Allow yourself to enjoy digital tools, but do it consciously, "leading" your hormones, and not becoming dependent on "mood molecules".

Recommended reading:

1. Breuning, L. G. (2015). Habits of a Happy Brain: Retrain Your Brain to Boost Your Serotonin, Dopamine, Oxytocin, & Endorphin Levels

The book explains how brain chemicals affect happiness and offers practical ways to develop positive habits. Link: https://www.amazon.com/Habits-Happy-Brain-Serotonin-Endorphin/dp/1440590508

2. Rock, D. (2009). Your Brain at Work: Strategies for Overcoming Distraction, Regaining Focus, and Working Smarter All Day Long

The author shares strategies for increasing productivity based on neuroscientific research. Link: https://www.amazon.com/Your-Brain-Work-Strategies-Distraction/dp/0061771295

3. McGonigal, K. (2011). The Willpower Instinct: How Self-Control Works, Why It Matters, and What You Can Do to Get More of It

The book explores the mechanisms of self-control and offers practical tips for strengthening it. Link: https://www.amazon.com/Willpower-Instinct-Self-Control-Works-Matters/dp/1583335080

4. Hanson, R. (2009). Buddha's Brain: The Practical Neuroscience of Happiness, Love, and Wisdom

Combining neuroscience and Buddhist practices to improve mental well-being. Link: https://www.amazon.com/Buddhas-Brain-Practical-Neuroscience-Happiness/dp/1572246952

5. Zak, P. J. (2012). The Moral Molecule: The Source of Love and Prosperity

The author explores the role of oxytocin in shaping moral behaviour and social bonds. Link: https://www.amazon.com/Moral-Molecule-Source-Love-Prosperity/dp/0525952810

6. Carr, N. (2020). The Shallows: What the Internet Is Doing to Our Brains

The book analyses how digital technologies are changing our ability to concentrate and think deeply. Reference: https://www.amazon.com/Shallows-What-Internet-Doing-Brains/dp/0393357821

7. Van der Kolk, B. (2014). The Body Keeps the Score: Brain, Mind, and Body in the Healing of Trauma

An exploration of the effects of trauma on the body and brain and how they can be healed. Reference: https://www.amazon.com/Body-Keeps-Score-Healing-Trauma/dp/0143127748

Note. During the review and analysis of sources, the following programmes were used: claude.ai, grok.com