As human beings, we have an innate desire to not just consume stories but to actively shape them. Whether it’s replaying moments from our lives with imagined twists, exploring alternate paths when reading choose-your-own-adventure books as kids, or immersing ourselves in open-world games where we’re given control of a fictional world, there’s something within us that craves a way to leave a personal imprint on the worlds we care about.

Yet, as storytelling has evolved in the digital age, our ability to personally influence content has lagged behind. We’re surrounded by an abundance of online material, but much of it is static, crafted for passive consumption rather than authentic interactivity. And yet, the most impactful stories—the ones that stay with us—are those that invite us to engage, not just observe. Our minds are wired to interact, to learn by connecting personally with ideas rather than passively absorbing them. This isn’t about labeling media as “passive” or “active” but recognizing that both non-interactive media (stories) and interactive media (games) have long served evolutionary roles in our species, and that combining them fulfills one of our greatest fundamental drives: learning. 

And so what if there were a new type of media where instead of simply watching a scene, you could shape it—deciding how characters move, what choices they make, and how settings adapt in real time to your interests? Imagine watching a show like Harry Potter, but as Harry walks through Hogwarts, the environment subtly reflects details unique to you—a rainy day if you love the ambiance, or bustling with students if you enjoy social energy. Picture a battle scene where you can adjust the intensity, or scenes that weave in your favorite themes while staying true to the main storyline. This approach allows each viewer to explore the same universe in ways that feel distinct, sparking conversations like, “What did your Hogwarts look like when the characters started fighting?” or “Did Harry choose to follow Snape in your version?”

In this type of media landscape, storytelling becomes a shared experience that is both deeply personal and universally relatable. We’re not asking AI to replace the worlds or creators we already know and love but to enhance them by creating spaces where consumers can step inside and play a more active role. Generative models unlock this potential, enabling us to create and consume in tandem. It’s like an infinite, real-time “choose-your-own-adventure” spanning every medium we engage with, creating the foundation for a new type of media—one that transforms passive consumption into a deeply personal form of self-expression.