World Labs, the AI startup founded by computer vision pioneer Fei-Fei Li, has launched Marble, its first commercial “world model” product that turns text, images, videos, and 3D layouts into realistic, editable 3D environments. The launch follows a $230 million funding round and puts the company ahead in the fast-evolving world model space — AI systems capable of simulating environments, predicting outcomes, and planning actions. Initially released in beta, Marble now offers both free and paid tiers, catering to creators in gaming, virtual effects (VFX), and virtual reality (VR).
According to co-founder Justin Johnson, Marble focuses on “creative control,” enabling users to build and customize digital worlds instead of relying on the AI to dictate results. The new version allows multiple image uploads, short video inputs, and structural editing through an experimental tool called Chisel. This feature separates structure from visual style — much like HTML and CSS — giving users hands-on control to rearrange 3D objects and refine environments. The platform also introduces “world expansion” and “composer mode,” which allow creators to grow or combine multiple virtual spaces seamlessly.
Marble is available through four subscription tiers, ranging from a free plan to the $95/month “Max” package, which unlocks all features and commercial rights. Early adopters see potential in gaming, film production, and VR applications, though the broader industry remains cautious. A Game Developers Conference survey showed that one-third of developers view generative AI negatively, citing concerns about energy use, intellectual property, and quality degradation. Johnson clarified that Marble is meant to assist, not replace, traditional creative pipelines — offering ready-made 3D assets for integration into engines like Unity or Unreal.
Beyond entertainment, Marble’s underlying technology could revolutionize robotics and scientific modeling. Johnson noted that the ability to simulate physical environments can help train robots more effectively, while Fei-Fei Li emphasized that Marble is a milestone toward achieving “spatial intelligence” — enabling AI to understand and interact with the physical world. She envisions world models like Marble advancing machine perception across fields from medicine to engineering, calling spatial awareness “the missing piece in our dream of truly intelligent machines.”