The new Saudi artificial intelligence company Humain is establishing a specialized department to work in advertising, video games, and film, as part of the Kingdom’s drive to become a global technology leader.
Article contents:
- Introduction
- Humain Create Division
- Strategic Partnerships
- Focus on Gaming
- Advertising Revolution
- Government Support
- Future Plans
- Conclusion
Introduction
Humain AI has established a division to work in advertising, video games, and film, as the Kingdom seeks to become a global technology leader. Steve Plimsoll, the company’s chief strategy officer, introduced the unit, called “Humain Create,” at the Cannes Lions International Festival of Creativity on Thursday.
Kingdom boosts its global leadership with massive AI zone
Humain Create will partner with Luma AI and provide computing resources to the startup, which builds generative AI models for media production. Plimsoll stated that the unit will offer AI software that generates photorealistic images and videos for game developers, marketers, and other media industries.
Humain Create Division
“This is boundless storytelling,” Plimsoll said in an interview. Humain AI, owned by Saudi Arabia’s $925 billion Public Investment Fund, was launched in May as the Kingdom’s new cornerstone for its artificial intelligence efforts. The company has shared plans to spend heavily on data centers, cloud computing, and large language models, and plans a $10 billion venture capital fund.
Humain Create marks its entry into advertising—an industry experiencing massive disruption from AI tools—and gaming, where Saudi Arabia holds significant stakes. Plimsoll declined to share any financial details of the new division.
Strategic Partnerships
In a statement, Amit Jain, CEO of Luma, said: “The partnership will allow customers to create Hollywood-quality video and interactive experiences at incredible speeds.” This partnership represents an important step in the Kingdom’s strategy to develop the local technology sector and attract leading global companies to operate within the Saudi ecosystem.
The partnership with Luma AI gives Humain access to advanced visual content production technologies, while Luma receives massive computing resources and the financial support necessary for expansion and growth. This partnership model reflects Vision 2030’s vision of building a diversified knowledge-based economy.
Focus on Gaming
Gaming is a natural market for Humain. The Saudi government has been purchasing stakes in foreign gaming companies in an effort to diversify its economy away from oil. Scopely, the video game developer owned by the Saudi sovereign wealth fund, recently agreed to spend $3.5 billion on the gaming business of Niantic, the developer of Pokémon Go.
The Kingdom hosted the inaugural Esports World Cup in 2024 and hopes to turn Riyadh into a gaming hub. This massive investment in the gaming sector reflects a deep understanding of the sector’s importance in the future digital economy, with estimates projecting the global gaming market to reach over $300 billion in the coming years.
Advertising Revolution
The advertising sector is witnessing a radical transformation thanks to AI technologies, as companies can now produce personalized, high-quality advertising content at a lower cost and in less time. Humain Create’s technologies will enable advertisers to create interactive and innovative advertising campaigns that engage audiences in ways never before possible.
This development comes at a time when companies face increasing pressure to deliver more personalized and effective advertising content. Artificial intelligence provides solutions to these challenges by analyzing consumer behavior and preferences to produce content that resonates more strongly with them.
Government Support
Last month, during President Donald Trump’s visit to Saudi Arabia, Humain AI announced that Nvidia and Advanced Micro Devices had agreed to supply chips for a data center project in the country after Trump lifted previous export restrictions on cutting-edge semiconductors used in AI applications.
This clear government support underscores the Kingdom’s commitment to positioning itself at the forefront of the global technological revolution. Massive investments in technical infrastructure aim to make the Kingdom a regional and global hub for artificial intelligence innovation.
Future Plans
Humain AI plans to expand its operations into other areas of advanced technology, including quantum computing and general artificial intelligence. The company aims to become a major player in the global AI market, not just in the Arab region.
The company also seeks to attract global technology talent to work in the Kingdom by providing an advanced working environment and ambitious projects that offer professionals the opportunity to work on cutting-edge technologies. This approach aims to build an integrated technical ecosystem that supports innovation and continuous development.
Conclusion
The establishment of the Humain Create division represents an important step in Saudi Arabia’s strategy to diversify its economy and transition toward a knowledge-based economy. By focusing on the advertising, gaming, and film sectors, the Kingdom is positioning itself strategically to capitalize on the expected growth in these industries. Success in this endeavor will not only benefit the Kingdom but will also contribute to the development of artificial intelligence technologies worldwide. The challenge now lies in translating these massive investments into tangible results and competitive products in the global market.
