Serviceplan Group, Europe’s largest independent agency network, today announced a strategic partnership with Luma AI to integrate AI-powered creative tools throughout its worldwide operations. This collaboration embeds Luma AI’s advanced multimodal generation capabilities into Serviceplan’s “House of AI” ecosystem, accelerating iteration, increasing creative output, and enhancing efficiency for multi-market campaigns.
Serviceplan Group’s “House of Communication” model already integrates creative, media, data, experience, and commerce disciplines. The “House of AI” extends this by creating a mirrored digital ecosystem that now incorporates Luma AI’s capabilities—such as professional-grade video and image generation via Dream Machine and the reasoning-focused Ray3 model. This enables teams to explore concepts more rapidly, test variations faster, and produce high-quality personalized content across fragmented channels while preserving creative excellence.
The partnership addresses industry pressures including margin compression, performance marketing shifts, and escalating demand for volume and personalization. By making AI foundational infrastructure rather than experimental, Serviceplan aims to protect profitability, amplify human creativity, and deliver stronger ROI for clients.
“By integrating Luma AI’s capabilities as a powerful building block within our House of AI ecosystem, we are now able to create faster, smarter, and at greater scale. This partnership further enhances our capabilities across the value chain, ensuring that creativity, efficiency, and ROI work hand in hand,” said Florian Haller, CEO Serviceplan Group.
“AI should amplify creativity, not standardize it,” said Alexander Schill, Global Chief Creative Officer of Serviceplan Group. “By integrating advanced AI into our workflow, we’re giving our teams the tools to explore more, test faster, and raise the bar creatively at global scale.”
“Serviceplan Group is operationalizing AI at a scale that directly impacts productivity economics,” said Amit Jain, Co-Founder and CEO of Luma AI. “This partnership moves beyond experimentation and establishes AI as foundational infrastructure within a leading global agency group.”
“Competitive advantage in the agency sector will increasingly depend on how effectively AI is embedded into creative workflows,” added Jason Day, Head of EMEA at Luma AI. “Serviceplan Group is setting a new benchmark for how large agency networks can translate AI adoption into measurable operational and financial strength.”
The initiative includes comprehensive training and support from Luma AI to drive consistent, responsible use across Serviceplan’s global teams. This enterprise-wide deployment reflects a broader industry shift toward AI-enabled operating models that balance creative integrity with operational scalability.
About Luma AI
Luma AI is building multimodal general intelligence that can generate, understand, and operate in the physical world. Its flagship platform, Dream Machine, enables creatives everywhere to generate professional-grade video and images. In 2025, Luma released Ray3, the world’s first reasoning video model capable of creating physically accurate videos, animations, and visuals. Luma’s models are used by leading entertainment studios, advertising agencies, and technology partners worldwide, including Adobe and AWS, and are available via subscription or API. The company is backed by HUMAIN, Andreessen Horowitz, Amazon, AMD Ventures, NVIDIA, Amplify Partners, Matrix Partners, and angels from across technology and entertainment.
About Serviceplan Group
Serviceplan Group is the largest independent, partner-led agency group in Europe. Founded in 1970 as a classic advertising agency, Serviceplan quickly developed the concept of the “House of Communication” - the fully integrated agency model that combines all modern communication disciplines from the areas of creative and content, media and data, and experience and commerce under one roof: brand strategists, creatives, experience designers, media, marketing technology and CRM experts, data scientists, market researchers, PR consultants and sales professionals. With 43 of its own locations and additional partnerships, the Serviceplan Group is represented in a total of 24 countries worldwide and in all major economic areas. The precise interaction of the three agency brands Serviceplan, Mediaplus and Plan.Net makes the Serviceplan Group the leading agency group for innovative communication.
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