HUMAIN & Luma AI form Create to drive a creative revolution
Partnership targets gaming, in-game advertising, movies & entertainment
#SaudiArabia #entertainment - Saudi Arabia's new national AI company HUMAIN has launched a new initiative called HUMAIN CREATE together with AI startup Luma AI to drive a creative revolution. The partnership will deploy advanced video generation models globally, targeting interactive gaming, movies and entertainment, and multimedia advertising. The collaboration, unveiled by legendary advertising executive Sir Martin Sorrell at Cannes Lions International Festival of Creativity, combines Luma's Ray2 video generation technology with HUMAIN's full-stack AI infrastructure to deliver culturally-adapted creative content at unprecedented scale.
SO WHAT? - HUMAIN believes that the Luma AI partnership can affect a significant shift in how multimedia content addresses cultural authenticity, particularly for Middle Eastern markets. By embedding HUMAIN's leading Arabic language models into Luma's video generation technology, the collaboration addresses a critical gap in culturally-relevant content creation. The new partnership also has the opportunity to revolutionise gaming, movies and branded content, enabling real-time changes to multimedia storytelling, and creating unique three-dimensional gaming worlds, that are hyper-personalized, and can be branded in many interactive ways.
Here as some key details about today’s announcement:
The Public Investment Fund-owned Saudi AI group HUMAIN has announced a strategic partnership with AI startup Luma AI to form a new initiative called CREATE, which will apply Ray2 video generation models to revolutionise interactive gaming, movies and digital advertising.
The collaboration, which was first announced in May, integrates HUMAIN's ALLaM Arabic language models, into Luma's multimodal video generation technology for culturally-accurate, dynamic Middle Eastern content.
The Partnership focuses on three core areas: real-time interactive gaming environments, adaptive in-game advertising placement, and personalised interactive entertainment content with infinite customisation capabilities
Leveraging Luma AI’s breakthrough AI video generation technology, HUMAIN will provide the comprehensive AI infrastructure required, including data centres, AI cloud capabilities, and foundational models, to support Luma's deployment at global scale.
Partnership aims to enable real-time personalisation where users can experience hyper-customised branded environments, switching instantly between different themed and/or differently branded worlds.
The initiative aims to democratise Hollywood-level cinematic content creation, making advanced video generation accessible to creators worldwide regardless of geographic location or cultural background
The announcement at Cannes Lions also positions the partnership as a direct challenge to Western-dominated AI content creation, offering culturally-authentic alternatives for global markets
ZOOM OUT - The HUMAIN CREATE launch is the first international business launch since HRH Prince Mohammed bin Salman bin Abdulaziz Al Saud first introduced HUMAIN last month, as Saudi Arabia's unified AI operating company. Owned by the Public Investment Fund, HUMAIN was created to operate across the entire AI value chain, from next-generation data centres to advanced AI models, positioning the Kingdom as a global AI leader. Other partnerships that have already been announced by HUMAIN include Amazon Web Services (AWS), AMD, NVIDIA and Qualcomm.
[Written and edited with the assistance of AI]
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