Feature.io, an entertainment technology company that’s redefining audience engagement, today announced a strategic partnership with Luma, a leader in multimodal AI. This collaboration brings Luma’s frontier video model Ray2 into Feature’s Smart Content™ ecosystem, transforming passive audiences into active, measurable, and monetizable communities.
The partnership combines Feature’s advanced smart-content infrastructure, trusted by brands such as Mobil 1 and Netflix, with Luma’s cutting-edge generative video models to deliver deeply interactive, personalized, and scalable audience experiences. With Netflix, Feature’s Smart Content technology generated more than 100M impressions with 650K new users in a campaign for Love Death + Robots. Together, Feature and Luma will unlock new creative and commercial potential across media, sports, and entertainment.
Luma’s industry-leading video model Ray2 is capable of producing fast, coherent motion and ultra-realistic visual detail. Also featuring advanced multimodal reasoning capabilities, Luma makes rich, controllable worldbuilding more accessible to creators than ever before. The company’s technologies unlock new levels of depth, personalization, and scalability for digital storytelling and fan engagement.

  


“Our partnership with Luma AI enables a new layer of personalization that actively engages audiences, rewards participation, and delivers measurable outcomes. Together, we’re creating a foundational infrastructure for the future of audience connection,” said Steven Ilous, CEO and Founder of Feature.
“At Luma, we’re focused on building transformative multimodal AI that empowers creators and enterprises, and this partnership advances that goal. By combining our generative technology with Feature’s platform, we’re delivering more immersive, scalable digital experiences—and moving closer to a future where AI meaningfully enhances how we create, connect, and engage,” added Amit Jain, CEO of Luma AI.
Highlighting immediate real-world application, the partnership will integrate shared technologies into Lollipop Racing, Feature’s highly anticipated project that was recently featured in Variety, and officially presented by Mobil 1 and featuring Porsche and their race-ready 911 GT3 R. Featuring a Hollywood-pedigreed team, including Executive Producer David Ayer (A Working Man, The Beekeeper, Training Day) and Showrunner Marisha Mukerjee (Halo, Snowpiercer), Lollipop Racing serves as a showcase for how Smart Content™ and AI-enhanced storytelling can empower creators and brands.
This announcement also signals Feature’s upcoming Series A investment round, highlighting the company’s momentum and strategic position at the intersection of next-generation content and fan engagement.
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