Luma Agents
by Luma AI
AI agents for creative work
Luma Agents is an agentic creative platform that turns a single brief into finished campaign assets across text, image, video and audio. Aimed at agencies, brand studios and enterprise creative teams, it plans, generates and iterates inside one pipeline while orchestrating Luma's own Ray and UNI models alongside Google, ByteDance and ElevenLabs models, removing the manual hand-off between isolated generators.
Luma Agents is the agentic layer of Luma AI's creative platform, launched on 5 March 2026 and available through the Luma app at app.lumalabs.ai and through the Luma API. Rather than acting as another single-shot generator, it takes a brief and then plans, generates, iterates and refines across text, image, video and audio while carrying full context from the initial brief through to final delivery. It runs on Luma's Unified Intelligence model family: UNI-1.1, a multimodal image and brand-intelligence model that the company says is trained jointly on audio, video, image, language and spatial reasoning so it can comprehend a brand's visual identity and apply it consistently; and Ray3.2, the video model supporting text-to-video, image-to-video and modification of clips up to 20 seconds at 1080p with multi-keyframe direction and native HDR output. The structural difference Luma is selling is orchestration: the agents coordinate third-party models alongside Luma's own, routing work to Google's Veo 3 and Nano Banana Pro, ByteDance's Seedream and ElevenLabs' voice models inside a single pipeline, on the argument that most AI creative tools are isolated generators rather than production pipelines. Luma is a private company founded in 2021 and headquartered in Redwood City, California. It raised a $900 million Series C in November 2025 led by Saudi PIF-backed HUMAIN with AMD Ventures, Andreessen Horowitz, Amplify Partners and Matrix Partners participating, taking total funding above $1 billion at a valuation reported around $4 billion, alongside a partnership to build a two-gigawatt AI supercluster in Saudi Arabia. Named users include Publicis Groupe, Serviceplan, Dentsu, Mazda and HUMAIN, with Envato, Fal, Krea, Runware, Magnific, Comfy, Flora and LovArt listed as API partners. TechCrunch reported one customer converting a $15 million year-long ad campaign into localised versions for multiple countries in 40 hours for under $20,000.
Creative operations leads at agencies and brand studios producing high volumes of variant assets from a repeatable brief, who are currently stitching together separate image, video and voice tools by hand.
One agent carries a brief end to end across every modality and enforces brand consistency through a dedicated model, collapsing campaign localisation and variant production from weeks to days.
At a Glance
- Category
- AI Agents & Orchestration
- Pricing
- Subscription, Usage-based, Contact for pricing
- Target Market
- CMOs, Creative Directors, Marketing Operations Leads, Agency Production Teams, Enterprise Developers
- Deployment
- Cloud-only, API-based
- Founded
- 2021
- Headquarters
- Redwood City, California, United States
- Customers
- Not disclosed; named users include Publicis Groupe, Serviceplan, Dentsu, Mazda and HUMAIN, plus API partners Envato, Fal, Krea, Runware, Magnific, Comfy, Flora and LovArt
Key Features
- ✓Cross-modal agent pipeline
One agent plans, generates, iterates and refines text, image, video and audio without manual hand-offs between separate tools.
- ✓Third-party model orchestration
Coordinates Google's Veo 3 and Nano Banana Pro, ByteDance's Seedream and ElevenLabs voice models alongside Luma's own models.
- ✓UNI-1.1 brand intelligence
A multimodal model that comprehends a brand's visual identity and applies consistent styling across every generated asset.
- ✓Ray3.2 video generation
Text-to-video, image-to-video and clip modification up to 20 seconds at 1080p, with multi-keyframe direction and native HDR.
- ✓Persistent creative context
Agents retain the original brief across many iterations so later variants stay on-brief instead of drifting away from it.
- ✓Luma Skills workflows
Reusable workflow definitions that encode a team's repeatable production steps so campaigns can be re-run at scale.
- ✓Luma API with credit billing
Python and TypeScript SDKs on usage-based Build credits or dedicated Scale capacity for production integrations.
Capabilities
Use Cases
- •Campaign localisation at scale
TechCrunch reported a $15M year-long campaign relocalised into multiple country versions in 40 hours for under $20,000.
- •Agency concepting and pitch work
Creative teams generate ten campaign directions before a morning standup and fifty refined variants by end of day.
- •Brand-consistent product visuals
UNI-1.1 applies a brand's visual identity across e-commerce imagery so assets stay on-brand without manual art direction.
- •Social ad variant production
Produces large batches of platform-specific ad cuts with matching voiceover and audio from one approved creative brief.
- •Enterprise creative operations
In-house studios centralise repeatable asset production with Enterprise custom fine-tuning and dedicated Forward Deployed Creatives.
Ideal For
Best For
- ✓Agencies and brand studios producing high volumes of variant assets from a single repeatable brief
- ✓Marketing teams localising one campaign into many markets, languages and platform formats
- ✓In-house creative operations that want one pipeline instead of stitching together separate image, video and voice tools
- ✓Enterprises that need brand consistency enforced by a model rather than by successive human review cycles
- ✓Product teams embedding generative video or image into their own application through the Luma API
Not Ideal For
- ✗Service-based businesses with bespoke one-off deliverables — Product Hunt reviewers noted it works best where assets are repeatable and the brief is consistent and clear
- ✗Regulated buyers requiring documented compliance: Luma publishes no SOC 2, ISO 27001, HIPAA or data-residency posture, and SSO appears only on the contact-only Team tier
- ✗Teams that want to evaluate before committing — there is no free tier, and Agent usage multipliers make the entry $30 Plus plan too thin for real agent work
- ✗Buyers who need a proven production track record: Luma Agents launched in March 2026 and had no reviews on its Product Hunt listing, so independent evidence is still scarce
Integrations
Deployment
Market & Ratings
Not disclosed; named users include Publicis Groupe, Serviceplan, Dentsu, Mazda and HUMAIN, plus API partners Envato, Fal, Krea, Runware, Magnific, Comfy, Flora and LovArt
Market Analysis
Pros
- ✓Addresses a structural gap rather than a feature gap: most AI creative tools are isolated generators, while this is an orchestrated end-to-end pipeline
- ✓Model-agnostic by design, routing to Google, ByteDance or ElevenLabs models where they beat Luma's own rather than forcing a single house model
- ✓Financially durable for a category full of startups — over $1B raised, a reported ~$4B valuation and a two-gigawatt compute partnership with HUMAIN
- ✓Blue-chip agency validation from Publicis Groupe, Dentsu and Serviceplan, with Mazda and HUMAIN named as brand users
- ✓Transparent published per-seat pricing with explicit credit allowances across three individual tiers, unusual in enterprise creative AI
Cons
- ✗Context drift is the open question reviewers actually raised: Product Hunt commenters asked whether context genuinely persists three or four iterations deep or quietly drifts, and no evidence was offered either way
- ✗Chaining models compounds errors — TechBuzz flagged that when one model's output feeds another, mismatched outputs and accumulated error are unaddressed and real-world reliability is unproven
- ✗Agent throughput is throttled by tier through usage multipliers (4x on Pro, 15x on Ultra), so the $30 Plus plan's 10,000 credits go almost nowhere on agent work and effective cost sits well above the headline
- ✗No public security or compliance documentation — no SOC 2, ISO 27001, HIPAA or data-residency statement — with SSO gated behind the contact-only Team tier
- ✗Unit economics at this compute intensity are unproven; TechBuzz named pricing sustainability as a key thing to watch, and both business tiers are unpriced
- ✗Product Hunt reviewers noted it suits product teams with repeatable assets and a consistent brief, and questioned how well it applies to service businesses with bespoke work
Pricing
Plus
From $25/mo
- ✓10,000 credits
- ✓$30/month billed monthly, $300/year billed yearly
- ✓Luma and third-party image and video models
- ✓Guest collaborator edit access
- ✓Commercial use rights
Pro
From $75/mo
- ✓40,000 credits
- ✓$90/month billed monthly, $900/year billed yearly
- ✓Everything in Plus
- ✓4x usage multiplier with Luma Agents
Ultra
From $250/mo
- ✓150,000 credits
- ✓$300/month billed monthly, $3,000/year billed yearly
- ✓Everything in Pro
- ✓15x usage multiplier with Luma Agents
Team
Contact for pricing
- ✓Team member management
- ✓Shared team credits
- ✓Project organisation and team-wide sharing
- ✓Usage analytics
- ✓SSO
Enterprise
Contact for pricing
- ✓Everything in Team
- ✓Enterprise commitments
- ✓Custom fine-tuning
- ✓Dedicated education and training
- ✓Forward Deployed Creatives
Individual pricing is published per seat and metered in credits: Plus $30/month for 10,000 credits, Pro $90/month for 40,000 and Ultra $300/month for 150,000, each roughly 20 percent cheaper billed yearly. There is no free tier. Agent work is deliberately gated by tier through usage multipliers — 4x on Pro and 15x on Ultra — so effective agent throughput rather than the credit count alone is what a buyer is really purchasing, and the entry Plus tier is not a realistic agent plan. Team and Enterprise are contact-only with no list pricing: Team adds member management, shared credits, usage analytics and SSO, while Enterprise adds custom fine-tuning, enterprise commitments and dedicated Forward Deployed Creatives. The Luma API bills separately on usage-based Build credits or dedicated Scale capacity.
Security & Compliance
Connect
Sources
This page was written from 6 sources, 3 on domains other than lumalabs.ai.
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