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Luma AI, a frontier generative AI lab, has launched Ray3, the world's first reasoning video model designed to function as a creative partner. Now available in the Dream Machine platform, Ray3 enables filmmakers, advertisers, and game developers to transition from concepts to professional-grade cinematic videos more rapidly, adhering to high-end production standards including native 16-bit HDR generation.
Ray3 marks a significant advancement over previous models by incorporating a reasoning system that interprets prompts with nuance, plans scenes, and self-evaluates outputs for coherence. This allows for precise instructions, such as image annotations, resulting in consistent characters, natural scene progression, and realistic physics. More than twice the size of Ray2, Ray3 enhances fidelity, instruction adherence, and temporal consistency, transforming generative AI from unpredictable tools into intelligent collaborators for complex creative tasks.
For the first time in generative AI, Ray3 produces videos in High Dynamic Range using the ACES2065-1 EXR standard across 10-, 12-, and 16-bit depths, providing deep color and exposure controls comparable to high-end camera footage. Creators can convert SDR videos to HDR, facilitating seamless integration into film and advertising workflows. Native 1080p output, with neural upscaling to 4K, ensures crisp detail without artifacts, meeting technical demands for studio production.
Draft Mode addresses iteration bottlenecks by generating test videos up to 20x faster, preserving motion and composition when refining to full quality. Enhanced controls include smarter Image-to-Video for animating stills, Keyframes for timing precision, Extend for shot elongation, and Loop for seamless repetitions. These features enable diverse workflows, from advertising personalization to game asset creation, while maintaining creative intent.
“Ray3 is our first step toward building intelligence for creative work,” said Amit Jain, CEO and co-founder of Luma AI. “Creative work is one of the most intellectually challenging things humans do, yet until now, many of the AI available to creatives has lagged far behind what’s possible in coding and analysis with language models. Generative models have been more like slot machines — powerful but not intelligent. Ray3 changes that in a big way. Its groundbreaking reasoning system can understand intent, evaluate its own outputs, and refine results, significantly improving the accuracy and quality of generated video. More than twice the size of Ray2, Ray3 delivers new levels of fidelity, instruction following, and temporal coherence — and it’s the first model capable of generating High Dynamic Range video in ACES EXR, making it purpose-fit for high-end production pipelines. This is the leap forward that filmmakers, advertisers, and game developers have been waiting for.”
Luma AI is rolling out Ray3 through key collaborations. Adobe integrates it into Firefly for ideation and production, offering unlimited generations for 14 days to paid users, with exports to Premiere Pro for refinement. “Adobe is building the creative AI ecosystem of the future with Adobe Firefly — our all-in-one destination to access the industry’s top creative AI models, including our commercially safe Firefly models and choice of models from trusted partners like Luma AI — all integrated into the tools creators know and use every day,” said Hannah Elsakr, Vice President, New GenAI Business Ventures, Adobe. “With Ray3 now available in the Firefly app, Adobe customers are among the first to gain access to a powerful new video model that amplifies imagination and transforms workflows. We can’t wait to see how they use it to bring their ideas to life.”
Dentsu Digital, Japan's largest integrated digital firm, will embed Ray3 in production for AI-accelerated advertising. "Dentsu Digital has always sought to push the boundaries of how brands connect with audiences, and Ray3 allows us to do this faster and with more impact than ever before," said Satoru Yamamoto, CAIO (Chief AI Officer) and Executive Officer of Dentsu Digital. "Together with Luma AI, we are positioned to lead the Japanese market in applying AI-driven storytelling to advertising, delivering more dynamic, relevant, and effective content for our clients."
In the MENA region, HUMAIN Create will deploy Ray3 for culturally attuned content generation. “Ray3 isn’t just an upgrade, it’s a quantum leap. By giving AI the power to reason across words, images, and motion, we’re not only supercharging the speed and fidelity of creative output, but we’re also weaving in smarter guardrails. That means sharper ideas delivered faster, and safer content that respects ethics, compliance and cultural context. It’s a rare moment where creativity, trust, and technology all level up together,” said Steve Plimsoll, Chief Strategy Officer of HUMAIN.
Additional partners like Monks, Galeria, and Strawberry Frog highlight Ray3's versatility across film, advertising, and design, accelerating its impact in global creative industries.
Ray3 positions Luma AI at the forefront of multimodal intelligence, empowering over 30 million users to generate professional videos and images. Backed by investors including Andreessen Horowitz, AWS, AMD, and NVIDIA, Luma continues to advance tools that bridge generative AI with physical world applications, setting new benchmarks for creative production efficiency and quality.
Luma AI is building a multimodal general intelligence that can generate, understand, and operate in the physical world. Its flagship platform, Dream Machine, enables creatives everywhere to generate professional-grade video and images, and now powers 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 utilized by top entertainment studios, ad agencies, and technology leaders, including Adobe and AWS, and are available via subscription or API. The company is backed by Andreessen Horowitz, AWS, AMD, NVIDIA, Amplify Partners, Matrix Partners, and angels from across technology and entertainment space.
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