“It’s upending this process that has been very linear and very expensive, from ‘I have a script, then I do a mood board, then I do a video,’” Ingeborn said. “And for every one of these steps your project either gets killed, or you get more money.”
Luma, which has raised a total of $1.1 billion at a $4 billion valuation, positions itself as building toward multimodal general intelligence. Its latest offering arrives as more companies push into creative AI infrastructure, including Higgsfield, founded by Snap’s former generative AI chief.
However, Ingeborn argued Luma’s differentiation lies in its end-to-end execution layer.
“We are seeing that the process is moving from being very linear to being non linear,” said Igenborn. “The mission is that we want to build intelligence that can generate and operate and create alongside us humans.”
