Google has launched a new AI experiment called Project Genie, a tool that lets users build their own interactive virtual worlds. Project Genie comes from the Google DeepMind research lab and is now available to Google AI Ultra subscribers in the United States (users must be over the age of 18).
If you're an AI Ultra subscriber — the AI subscription plan is priced at $249.99 — you can start building worlds right away by visiting Google Labs and navigating to Project Genie.
What does Project Genie do?
A video released along with Project Genie shows exactly how users can create custom virtual worlds. Crucially, Project Genie doesn't just create a virtual environment; it also allows the user to create a character to explore and interact with the world. Users can even use prompts to create their own mini-games, using their keyboard's arrow keys to control the character. (One reporter at The Verge quickly realized he could use Project Genie to make Zelda and Super Mario knockoffs.)
Google says Project Genie can generate worlds at 720p resolution and 24 frames per second.
Considering how much time and labor go into creating video games, it's remarkable that Project Genie can create such detailed, interactive environments using AI. That said, Project Genie is primarily a research project, and while it can be entertaining to play with, it doesn't really do anything. (Keep reading to learn about potential future applications.)
The created worlds have realistic physics, and objects in the world react as the user interacts with them. Users can also modify and remix their virtual worlds to their heart's content.
Project Genie is powered by an experimental 'world model.'
Project Genie is powered by Genie 3, which is a powerful "world model." (Google says that Nano Banana and Gemini are also used to generate worlds.) A world model is an AI program that can generate a virtual world from text, images, and other inputs. Google actually teased Genie 3 back in August 2025, calling it "a key stepping stone on the path to AGI."
The new landing page for Project Genie elaborates: "Genie 3 represents a major leap in capabilities – allowing agents to predict how a world evolves, and how their actions affect it. Genie 3 makes it possible to explore an unlimited range of realistic environments. This is a key stepping stone on the path to AGI – enabling AI agents capable of reasoning, problem solving, and real-world actions."
Artificial general intelligence, or AGI, is a term for a hypothetical AI tool that can perform most tasks as capably (or more so) than the average human. That means it could do your job with little or no monitoring. To achieve true AGI, AI companies need to build models that can make sense of the environment and understand how to interact with it.
World models are an emerging frontier in AI research, and companies building video models have attracted significant investment over the past year. AI company WorldLabs recently raised $230 million in funding, while video model maker Luma AI raised $900 million.
Besides AGI, what are the practical uses for world models? As one example, car companies could build a world to safely test autonomous vehicles. There are also possible applications for education and video game development.
Again, AI Ultra subscribers in the United States can start using Project Genie right away.
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