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Luma AI, the frontier artificial intelligence company building multimodal AGI, today revealed plans to open a dedicated office in Riyadh, Saudi Arabia. This expansion strengthens Luma AI’s regional presence and accelerates development of HUMAIN Create, HUMAIN’s generative AI initiative and platform. Simultaneously, Luma AI announced a strategic partnership with Publicis Groupe Middle East, designating Luma AI as the preferred generative AI technology partner for the Groupe across Saudi Arabia and the wider MENA region.
The Riyadh office will deepen Luma AI’s collaboration with HUMAIN, focusing on the world’s first Saudi-built, Arabic-native foundation model deployed via HUMAIN Create. This initiative combines advanced AI models, tools, and infrastructure to empower creators with systems that reflect local language, culture, and creative context.
“Saudi Arabia is the natural home for our regional headquarters in MENA. The Kingdom has one of the most ambitious and technically capable workforces in the world,” said Amit Jain, CEO and Co-Founder of Luma AI. “Establishing a local office allows Luma AI to work directly with this next generation of builders and creators, while developing AI that is deeply connected to the region it serves. We are proud to establish our presence in Riyadh, aimed to deepen our partnership with HUMAIN and support the delivery of high quality content.”
“This new office marks a major step forward in deepening our collaboration with Luma AI. Through HUMAIN Create, we are accelerating the development of Arabic-native, culturally fluent AI systems that enable creators, brands, and organizations across the region,” said Tareq Amin, CEO of HUMAIN. “Our collaboration with Luma AI is supported by frontier compute through Project Halo, a large-scale 2GW AI supercluster under development in Saudi Arabia that will provide frontier training and inference capacity to power next-generation generative AI applications at scale. Together, we are redefining how intelligence, creativity, and scale come together in the next era of AI-driven content.”
Through the partnership, Publicis Groupe Middle East will embed Luma AI’s generative video and multimodal technologies into its creative and production processes. This enables brands to produce faster, more personalized, and culturally grounded advertising across MENA markets and channels.
“This partnership reflects how we see the future of creativity in the region, where generative AI is not an add-on but embedded at the heart of how ideas are conceived, produced, and scaled,” said Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey. “By partnering with Luma AI and HUMAIN, we are accelerating transformation across our creative systems, enabling our teams to deliver more ambitious, culturally grounded, and technologically advanced work, while helping our clients unlock a higher level of creativity, relevance, and impact across the region.”
“Advertising is entering a new era where creativity, intelligence, and production converge,” said Jason Day, Head of EMEA at Luma AI. “Partnering with Publicis Groupe Middle East and HUMAIN allows us to embed generative video and multimodal AI directly into the creative process, unlocking speed, scale, and creative ambition for brands across MENA, while building AI systems that truly understand the region.”
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 Publicis Groupe Middle East & Turkey
Publicis Groupe Middle East & Turkey (ME&T) is a regional leader in communication, media, marketing and digital business transformation. Through its world-class brands and the ability to architect, build and orchestrate end-to-end solutions, Publicis Groupe ME&T is uniquely positioned to help clients unlock growth in the platform world through the intersection of data, creativity, media and technology. Headquartered in Dubai, UAE but present across eight markets across the Middle East and North Africa, Publicis Groupe ME&T brings together 3,600 minds with expertise in data, technology, media, strategy, creativity and business transformation.
About HUMAIN
HUMAIN, a PIF company, is a global artificial intelligence company delivering full-stack AI capabilities across four core areas: next-generation data centers; hyper-performance infrastructure and cloud platforms; advanced AI models, including some of the world’s most advanced Arabic large language models developed in the Arab world; and transformative AI solutions that combine deep sector insight with real-world execution.
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