We learn from our personal interaction with the world, and our memories of those experiences help guide our behaviors. Experience and memory are inexorably linked, or at least they seemed to be before a recent report on the formation of completely artificial memories. Using laboratory animals, investigators reverse engineered a specific natural memory by mapped the brain circuits underlying its formation. They then “trained” another animal by stimulating brain cells in the pattern of the natural memory. Doing so created an artificial memory that was retained and recalled in a manner indistinguishable from a natural one.