Luma Labs has introduced Ray 3, a next-generation AI video model that brings multimodal reasoning, native HDR, and a new Draft Mode into a single production-focused release for creators and studios across film, TV, advertising, games, social, and 3D workflows.
Source: Luma Labs Ray 3
What’s Being Announced
Ray 3 is positioned as a professional-grade upgrade for AI video generation with an emphasis on fidelity, control, and speed. The model advances temporal stability and physical realism while making iteration faster – key needs for commercial storytelling and brand work where consistency matters.
Who It’s For and Why It Matters Now
Ray 3 targets creators who need cinematic motion, consistent identity, and scene-level control that hold up in real production. For marketers and brand teams, that consistency translates to recognizable characters and reliably on-brief sequences. For independent creators and startups, Draft Mode promises faster concepting and fewer dead ends, so more time can go to performance, storytelling, and look development.
Ray 3 at a Glance
- Model focus: Reasoning-based AI video generation with scene-level planning and identity consistency
- Image quality: Native HDR output designed for studio-grade color workflows and finishing
- Speed: Draft Mode to explore ideas quickly before resolving to final high-fidelity renders
- Use cases: Film and TV previsualization, advertising spots, social campaigns, game assets, AI 3D and neural rendering workflows
- Availability: Available now via Luma’s platform
Core Features and Improvements
- Native HDR: Produces High Dynamic Range video compatible with professional color grading and delivery, designed to slot into studio pipelines without workarounds.
- Draft Mode: A fast-iteration pathway to surface promising directions quickly, then resolve those choices into high-detail output without losing timing, motion, or character consistency.
- Reasoning for coherent sequences: Built to plan scenes, follow instructions, and preserve physics and identity across shots, reducing drift and cut-to-cut instability.
- Production-ready motion: Improved temporal coherence and stability address common artifacts that have limited longer or more complex sequences.
Availability and Pricing
Ray 3 is live on Luma’s platform. Public pricing was not listed in the announcement materials. For model capabilities and workflow guidance, see Luma’s guide to Ray 3: Ray 3 User Guide.
Ecosystem Notes
Adobe has integrated Ray 3 into the Firefly app’s video module, expanding access for Creative Cloud users. At launch, Adobe offered unlimited Ray 3 generations for the first 14 days to customers on a paid Firefly or Creative Cloud Pro plan. Coverage: Post Magazine.
Plain-Language Explainer
Ray 3 is Luma’s latest AI that generates video while thinking more about your instructions. Instead of just matching words to visuals, it is built to plan sequences so characters remain consistent, actions make sense, and shots connect smoothly. It also creates HDR video for richer highlights and deeper shadow detail. If you are exploring ideas, Draft Mode spins up options quickly so you can pick a direction and resolve it into a final, high-fidelity render without redoing your choices.
Why Ray 3 Matters for Creators
- Quality that finishes: Native HDR aligns with studio-grade delivery for brand work, long-form storytelling, and high-end social.
- Speed with control: Draft Mode compresses early ideation time so you can try more looks and beats before locking a cut, without losing continuity when you upscale.
- Consistency for characters and products: Better temporal coherence and identity stability reduce reshoots and patchwork edits.
Bottom Line
Ray 3 pushes AI video toward production-worthy results: reasoning for coherence, HDR for finishing, and Draft Mode for speed. For teams across film, ads, and social, the goal is fewer compromises between rapid iteration and final quality.
