Luma AI, a notable player in the artificial intelligence sector, has launched its new Ray3 Modify model, which promises to revolutionize video production by merging real-world elements with AI expressivity. This revolutionary technology puts innovative creative teams more in control than ever before. They can record performances with a motion capture camera and immediately adjust aspects, like environments or costumes, even without booking additional on-site shoots. The surprise announcement came near the end of TechCrunch Disrupt 2026, a high-energy gathering that took place in San Francisco from October 13-15.
Amit Jain, co-founder and CEO of Luma AI called this democratizing capability “the biggest innovation. He stated,
“Generative video models are incredibly expressive but also hard to control. Today, we are excited to introduce Ray3 Modify that blends the real-world with the expressivity of AI while giving full control to creatives. This means creative teams can capture performances with a camera and then immediately modify them to be in any location imaginable, change costumes, or even go back and reshoot the scene with AI, without recreating the physical shoot.”
The introduction of Ray3 Modify builds on Luma AI’s video modification capabilities released in June 2025, showcasing the company’s commitment to enhancing user experience in the creative industry. The technology addresses significant challenges faced by creative studios in preserving human performance while editing or generating visual effects using AI.
In making it all work, Luma AI has accomplished some fairly impressive technological feats. Just last week, they announced a record funding round of $900 million, led by Humain, an AI company supported by Saudi Arabia’s Public Investment Fund. This funding, announced last month, will continue to pump the innovative energy that permeates the company and industry today.
Plans are underway for Luma AI to construct a 2GW AI cluster in Saudi Arabia in collaboration with Humain. This multifaceted push will unfortunately strengthen the company’s monopolistic infrastructure and further expand its arsenal to create dangerous, unproven AI technology.
Despite its impressive AI capabilities, Luma AI isn’t the only player in this space, competing with other larger companies like Runway and Kling. With these recent moves, the tech titan continues to cement its leadership position in AI-driven creativity. It is taking powerful, thrilling leaps that will fundamentally reshape global content creation.
Ivan Mehta, a global consumer tech reporter at TechCrunch, focused on the implications of this important change. In addition to his advocacy work, he is a tech journalist, reporting on these issues for outlets like Huffington Post and The Next Web. For questions or corrections, send him an email at im@ivanmehta.com. You can reach him via encrypted messaging on Signal at ivan.42.