Luma has launched Luma Agents, a new class of AI collaborators built on its Unified Intelligence architecture. These agents execute end-to-end creative projects—from brief to final output—across text, image, video, and audio, coordinating multiple models and tools while maintaining full context. Deployed today with global enterprise partners including Publicis Groupe and Serviceplan Group, Luma Agents enable creative teams to scale output without sacrificing quality or brand consistency.
Creative teams often spend more time orchestrating fragmented AI tools than actually creating. Luma Agents shift this dynamic by acting as intelligent collaborators that handle planning, execution, iteration, and coordination—freeing humans to focus on strategy, taste, and direction.
Unlike traditional pipelines that chain separate models for language, vision, and generation—leading to context fragmentation and complex workflows—Luma’s Unified Intelligence trains a single coherent system. Uni-1, the first model in this architecture, operates over a shared token space that interleaves language and image tokens, enabling reasoning and rendering to occur within the same forward pass.
This tightly coupled approach mirrors human creative cognition: thinking, imagining, and producing happen simultaneously rather than sequentially. The result is more reliable, context-aware outputs with fewer manual interventions.
Luma Agents replace disconnected tools with coordinated execution:
“Creative work has never lacked ambition; it’s lacked execution capacity,” said Amit Jain, Co-Founder and CEO of Luma. “Creative teams shouldn’t have to spend their time orchestrating tools. They should spend it creating. Agents aren’t shortcuts. They’re collaborators that maintain context, coordinate execution, and advance projects so teams can focus on taste, direction, and strategy.”
Luma Agents are already live in major agency operations. Publicis Groupe and Serviceplan Group are embedding them across strategy, creative development, and production to increase throughput while preserving brand standards across global markets.
“Luma is now part of our broader House of AI ecosystem and integrated directly into our creative workflows. It allows our teams across more than 20 countries to collaborate more smoothly and develop great work faster. For our clients, that means high-quality creative output delivered with greater speed and efficiency – without compromising craft,” says Alexander Schill, Global CCO at Serviceplan Group.
Designed for enterprise environments, Luma Agents include safeguards such as full customer IP ownership, automated content review to mitigate copyright risk, legal traceability showing human involvement, mandatory human review before public release, and enterprise-grade cloud infrastructure.
“Intelligence shouldn’t be fragmented by modality,” added Jain. “Unified systems reason holistically. When the same model can think, imagine, and render, you move closer to intelligence that behaves coherently across the entire creative process.”
Luma Agents mark the debut of Unified Intelligence in production, positioning Luma to redefine creative collaboration for agencies, marketing teams, studios, and enterprises. The launch reflects a shift from tool orchestration to true AI partnership in creative work.
About Luma
Luma, based in Palo Alto, California, builds unified multimodal AI systems that combine reasoning and generation within a single model architecture. Its Unified Intelligence platform powers agents capable of planning and producing end-to-end creative work across video, imagery, and 3D, serving teams at leading advertising agencies, global enterprises, and entertainment studios. In 2025, Luma launched Ray3, the world’s first reasoning video model, followed by Ray3.14, delivering native 1080p outputs and production-grade stability for professional workflows.
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