Luma and Dumbstruck have announced a first-of-its-kind partnership to define and build Creative Intelligence, a new category in advertising that applies AI and human response to content itself. Together, the companies are giving advertisers the ability to turn audience insight directly into optimized, market-ready assets.
Luma and Dumbstruck partner to launch Creative Intelligence for advertising.
Combines Dumbstruck's emotion analytics with Luma Agents' AI-powered video.
Creates closed loop: measure, optimize, validate before media spend.
Enables high-impact personalization and localization at scale.
Wayfair already exploring the potential of the combined technology.
Dumbstruck powered back-to-back No. 1 Super Bowl advertisements.
Performance marketing optimized distribution. Creative Intelligence optimizes decisions. While brands can now generate more creative, more variations, and more versions than ever before, abundance has created a new problem. In a world where AI makes production virtually limitless, the bottleneck is no longer creating more ads—it's knowing which content will earn attention, drive emotion, and perform before it ever enters the market. Creative Intelligence brings together two capabilities that have historically lived apart: Dumbstruck measures how audiences respond to advertising emotionally, behaviorally, and cognitively, while Luma puts precise, frame-by-frame editing control in creative teams' hands.
The two technologies form a closed loop: Dumbstruck first identifies where content can be improved and optimized for target audiences, Luma Agents then execute approved changes without the need for a time-intensive reshoot or edits, and Dumbstruck validates the results before media dollars are spent. The same closed loop also unlocks the ability for brands to personalize and localize creative for specific audiences and markets. Rather than running one version of an ad against every demographic or market, Dumbstruck can identify precisely what needs to change for a piece of creative to resonate with a specific audience segment, and Luma Agents make those targeted changes fast.
"AI is changing the economics of advertising creative," said Jeff Tetrault, CEO of Dumbstruck. "For most of the industry's history, creative content was expensive and slow. The hardest question was how much a brand could afford to produce. That constraint is gone. Today, the challenge isn't creating more. It's deciding what deserves to exist. That's the discipline of Creative Intelligence."
"Human creativity is not the bottleneck here — uncertainty is," said Caroline Ingeborn, COO of Luma. "Creative Intelligence removes that uncertainty. It doesn't replace the idea. It tells you which idea deserves to win and gets it to market fast enough to matter."
About Dumbstruck
Dumbstruck is a leader in emotion analytics, using AI-powered facial coding to measure how consumers respond emotionally and behaviorally to video advertisements before a campaign is launched. Dumbstruck's technology has powered numerous award-winning campaigns for many of the world's leading brands, including back-to-back No. 1 Super Bowl advertisements.
About Luma
Luma builds unified multimodal AI systems that combine reasoning and generation within a single model architecture. Its Unified Intelligence platform powers Luma Agents, AI collaborators capable of planning and executing end-to-end creative work across text, image, video, and audio, serving teams at leading advertising agencies, global enterprises, and entertainment studios.
