Scientists can learn a lot about a quantum material by watching how it responds to light. In magnetic semiconductors, one especially useful messenger is the exciton: a pairing of a negatively charged electron and the positively charged "hole" it leaves behind. Until now, excitons in magnetic materials have mostly been used as reporters. They could reveal how spins were arranged or how magnetic waves moved through a material. But Cornell researchers have shown that excitons can do more than observe magnetism. They can actively steer it.