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Luma AI Expands with New LA Studio and Strategic Leadership
Luma AI, a Silicon Valley-based startup backed by major investors such as Nvidia and venture capital firm Andreessen Horowitz, is taking a significant step forward by launching a new studio in Los Angeles. This move marks a strategic expansion for the company, which aims to position itself at the forefront of AI-driven storytelling.
The new operation, called “Dream Lab LA,” is described as a “creative engine room” that leverages cutting-edge AI technology to transform how stories are told across different media. Founder and CEO Amit Jain, who previously worked at Apple on projects like the Vision Pro headset, emphasized that the new LA base will allow Luma to “build what everyone else is still guessing at.”
To lead this ambitious initiative, Luma has appointed two experienced executives. Verena Puhm has been named head of the new studio, while Jon Finger has joined as a creative workflow executive. Their roles are critical in shaping the direction and operations of Dream Lab LA.
Verena Puhm: A Visionary in AI and Storytelling
Verena Puhm is a pioneer in the application of AI within the creative industries. She has contributed to high-profile projects for CNN, the BBC, Netflix, Red Bull Media, and Leonine Studios. Her work has received recognition from prestigious platforms such as Sundance, Project Odyssey, Curious Refuge, and OpenAI’s Sora Selects.
In her new role, Puhm will oversee the studio’s creative vision and manage its production slate. She expressed her belief that the future of storytelling should be driven by those who create it rather than just the developers of the tools. “We’re cultivating a community, a creative lab, and a launchpad for what’s next,” she said. “This isn’t just another platform; it’s a creative studio built from the ground up to blend technological innovation with artistic intention.”
Jon Finger: Bridging Technology and Creativity
Jon Finger brings over 15 years of experience at the intersection of emerging technology and content creation. He is known for his work in at-home motion capture, 3D scanning, and virtual production. His career has included collaborations with brands like Paramount Network, The Game Awards, Comedy Central, and Netflix. For the past three years, he has focused on integrating AI into filmmaking, emphasizing physicalized control over AI-driven productions.
Finger believes that the key to successful AI adoption lies in supporting passionate creatives. “The focus here is to find the best experiences for passionate creatives,” he said. “The world is changing quickly, and we want to find the best ways for fun, fulfilling human-centric creative expression to not only continue but be amplified, so more creative people can find a new prosperous way forward.”
As AI continues to reshape the entertainment industry, questions about intellectual property compensation and workforce impact remain unresolved. However, Luma is committed to using AI as a tool to empower creativity rather than replace it. Dream Lab LA serves as a space for experimentation, education, and collaboration between studios, creators, and innovative thinkers.
Since its founding in 2021, Luma has developed tools that are being used by film and TV studios, creative agencies, game designers, and major tech companies like Adobe and AWS. Its flagship platform, Dream Machine, allows users to generate photorealistic video and images from simple prompts. The company claims that the platform has been utilized by 30 million creators worldwide.
With its new LA studio and expanded leadership team, Luma AI is well-positioned to shape the future of storytelling through the power of artificial intelligence. As the company continues to grow, it remains focused on fostering a collaborative environment where creativity and technology can thrive together.
