HUMAIN, a Saudi-based full-stack AI company owned by PIF, and Luma, a leader in multimodal generative AI, announced a transformative partnership on May 15, 2025. This collaboration aims to revolutionize gaming, cinema, advertising, and immersive storytelling by delivering personalized, high-fidelity content powered by advanced AI technologies.
HUMAIN and Luma partner to redefine gaming and entertainment with AI.
Integrates Luma’s Ray 2 model and Dream Machine with HUMAIN’s infrastructure.
Enables hyperreal, personalized content for creators and businesses.
Targets gaming, cinema, advertising, and immersive storytelling sectors.
Supports creators globally, from studios to individual filmmakers.
Advances Saudi Arabia’s role in global AI innovation.
The partnership combines Luma’s multimodal Ray 2 model and Dream Machine platform with HUMAIN’s robust AI infrastructure, enabling lightning-fast inference and hyperreal content generation. “We’re excited to partner with Luma to bring the power of cutting-edge, AI-enabled video generation to more creators, developers, and businesses around the world,” said Tareq Amin, CEO at HUMAIN. This integration delivers scalable, cinematic-quality content for global audiences.
HUMAIN and Luma are co-developing next-generation models to make high-fidelity content creation accessible to all, from Hollywood studios to indie creators. “This partnership marks an important step forward in our mission to build multimodal general intelligence that can meaningfully effect change in the physical world,” said Amit Jain, CEO and Co-Founder of Luma. The collaboration supports photorealistic textures, dynamic lighting, and intelligent characters, enhancing gaming, films, and ads.
The partnership enables creators to produce content that resonates with specific cultures, industries, or identities. Whether a filmmaker in Riyadh or a game studio in Tokyo, users can leverage AI to craft emotionally rich, contextually relevant experiences. “By combining HUMAIN’s infrastructure with Luma’s advanced generative models, this partnership positions the Kingdom at the forefront of visual intelligence,” said His Excellency Eng. Abdullah Alswaha, Minister of Communications and Information Technology.
From adaptive films to immersive video games, the collaboration redefines entertainment by making it interactive and personalized at scale. The technology supports real-time 3D rendering and evolving environments, creating experiences that feel alive. This scalability empowers enterprises to engage customers and streamline workflows, while consumers enjoy richer, more relevant content.
This partnership advances HUMAIN’s mission to lead the full AI value chain and Luma’s goal to democratize Hollywood-grade AI tools. By fostering innovation in Saudi Arabia and beyond, the collaboration unlocks new opportunities for digital engagement. The focus on immersive, intelligent experiences positions both companies as pioneers in the future of AI-driven entertainment.
HUMAIN, a PIF company, is a global artificial intelligence company delivering full-stack AI capabilities across four core areas - next-generation data centers, hyper-performance infrastructure & cloud platforms, advanced AI Models, including one of the world's most advanced Arabic multimodal LLMs, and transformative AI Solutions that combine deep sector insight with real-world execution. HUMAIN's end-to-end model serves both public and private sector organisations, unlocking exponential value across all industries, driving transformation and strengthening capabilities through human-AI synergies. With a growing portfolio of sector-specific AI products and a core mission to drive IP leadership and talent supremacy world-wide, HUMAIN is engineered for global competitiveness and national distinction.
Luma is building multimodal general intelligence that understands and operates in the physical world. Its flagship platform, Dream Machine, enables anyone to generate photorealistic video and images from simple prompts, and now powers content creation for over 30 million users. In 2025, Luma released Ray2, a frontier video generative model capable of creating realistic visuals with stunning detail and natural motion. Luma's models are used by leading platforms including Adobe, AWS, leading studios, and are available via subscription or API. The company has raised over $150 million from top investors including Andreessen Horowitz, AWS, Amplify Partners, and Matrix Partners.
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