AI video generation startup Luma has launched Luma Agents, a solution for handling comprehensive creative tasks across text, image, video, and audio. Powered by the Unified Intelligence model family, Luma Agents offer a new approach for ad agencies, marketing teams, design studios, and enterprises to perform creative work. These agents can coordinate with various AI models, including Luma’s Ray 3.14, Google’s Veo 3, ByteDance’s Seedream, and ElevenLabs’s voice models.
Constructed on the Uni-1 model, Luma’s first Unified Intelligence model, the agents have been built to manage audio, video, image, language, and spatial reasoning. Amit Jain, CEO and co-founder of Luma, explains the model’s capability to ‘think in language and render in pixels,’ termed as ‘intelligence in pixels.’ Other outputs like audio and video are planned for future releases.
“The system isn’t merely a tool but a reinvention of business methods,” Jain states. Luma has initiated its new platform with existing clients, including global ad agencies such as Publicis Groupe and Serviceplan, and brands like Adidas, Mazda, and Saudi AI company Humain.
Luma Agents maintain persistent context and can evaluate and refine outputs, improving through iterative self-critique. This self-assessment feature is likened to coding agents, which are valuable for their check-fix-repeat process until optimal solutions are reached. Current AI tools in the creative field lack the expected acceleration benefits, currently involving interaction with multiple models. Luma Agents, however, generate broad variations, allowing users to guide through interactive discussions.
Jain emphasizes the efficiency of Unified Intelligence, which understands as well as generates, leading to end-to-end execution. The system mirrors the comprehensive mental visualization a human architect undergoes during design, significantly accelerating creative workflows. Demonstrations show how Luma Agents can transform simple inputs into extensive creative outputs, mirroring the human creative process.
For instance, a brief and a product image can be expanded into full ad campaign ideas. Luma Agents were able to convert a year-long, $15 million ad campaign into localized ads for different countries in just 40 hours, costing under $20,000 while meeting quality standards.
While now available via API, Luma plans a gradual rollout to maintain reliable access and prevent workflow interruptions.