Luma launches AI agents for end-to-end creative workflows

On Thursday, AI video-generation startup Luma launched Luma Agents, an agentic platform—defined as a system of AI agents capable of planning and generating work—designed to handle end-to-end creative work across text, image, video, and audio. The platform is powered by the startup’s Unified Intelligence family of models, which are trained on a single multimodal reasoning system.

The system is built on Luma’s Uni-1 model, the first release in its Unified Intelligence family. According to Amit Jain, chief executive officer and co-founder of Luma, the Uni-1 model is built on “intelligence in pixels”—which refers to the model’s ability to think in language and render in images. Jain stated that the model can “think in language and imagine and render in pixels or images … we call it ‘intelligence in pixels.’” While generating assets, Luma Agents can maintain persistent context across assets, collaborators, and creative iterations. They can also evaluate and refine outputs, improving their own results through an iterative self-critique. Jain noted that this check-your-work capability is essential, explaining that systems require the ability to evaluate and correct their own work iteratively until they reach an accurate solution. To execute these workflows, the system coordinates with other AI models, including Luma’s Ray 3.14, Google’s Veo 3 and Nano Banana Pro, ByteDance’s Seedream, and ElevenLabs’ voice models.

Luma is targeting global ad agencies and brands with the platform. Early adopters already using the system include global ad agencies Publicis Groupe and Serviceplan, alongside brands such as Adidas, Mazda, and Saudi AI company Humain. Jain noted that these enterprise clients are looking to fundamentally restructure their operations rather than simply purchasing a new tool. In one demonstration, Jain showed how a 200-word brief and a single product image allowed the system to generate various campaign ideas. In another example, Luma Agents converted a brand’s $15 million, year-long ad campaign into multiple localized ads for different countries in 40 hours for under $20,000, while passing the brand’s internal quality and accuracy checks.

The platform is currently available to the public via an API. However, Luma plans to roll out access gradually to ensure users maintain reliable access and to avoid workflow disruptions. The startup positions the platform as a shift away from manual, repetitive prompting toward a conversational system where users steer large sets of generated variations.

Why it matters

Luma is moving beyond simple generative AI to agentic workflows that can self-evaluate, potentially shifting how global agencies and brands handle high-volume creative production by reducing the need for manual iteration.