Dive into Luma’s Ray3, now turbocharging Adobe Firefly with ten-second AI video generation, native HDR in ACES EXR, and scene-level planning. We break down what 'reasoning' for video means and why direct handoff into Creative Cloud is such a big deal for creators and marketers. From quick Draft Mode explorations to full quality cinematic moments, Ray3’s integration offers workflow magic: brand-safe templating, fixed color pipelines, and time-saving edits. We cover draft vs final workflows, competitive pressure for Runway and Pika, automation possibilities, limitations, and real-world applications for TikTokers, marketers, and small teams. Is this a toy or essential tool? We map out who should care and what comes next in the pipeline!