Luma has announced the launch of Luma Agents, a new class of AI collaborators capable of executing end-to-end creative work across text, image, video, and audio. 

Built on the company’s new Unified Intelligence architecture, the system is designed for agencies, marketing teams, studios, and enterprise organisations seeking to scale creative output while maintaining quality.

Luma Agents maintain full context from the initial brief to final delivery, coordinating tools, models and iterations within a single unified system.

For several years, most AI systems have been built by chaining together separate models for language, vision, video and reasoning, stitching their outputs together through orchestration layers. While powerful individually, these systems often fragment context and require increasingly complex workflows to produce reliable creative results.

Luma’s approach is based on the idea that intelligence should not be assembled in pieces but built as a coherent system.

Luma Agents replace fragmented multi-model workflows with coordinated execution built on unified reasoning. Instead of switching between disconnected tools and rebuilding context at every step, teams work alongside agents that can execute projects from planning through production and delivery.

The agents maintain shared context across text, image, video and audio, advance multiple creative directions simultaneously, evaluate and refine outputs instead of producing single results, and integrate into enterprise tools and production systems through APIs.

They operate within a collaborative environment where humans guide creative direction while agents manage orchestration, routing and execution. The system aims to increase output, improve consistency and accelerate creative production.

Luma Agents are already being deployed across global agency operations.

Publicis Groupe Middle East and Serviceplan Group are integrating the system into strategy, creative development and production workflows to increase throughput while maintaining brand consistency across markets.

The technology behind Luma Agents is built on Unified Intelligence, a model architecture designed to move beyond the prevailing industry approach of assembling intelligence through multiple specialised models.

Traditional systems typically function as pipelines in which separate models generate text, images or video, with orchestration layers stitching the outputs together. While effective for narrow tasks, these systems often lose context between steps and require complex workflows.

Unified Intelligence takes a different approach by training a single multimodal reasoning system capable of understanding and generating across formats within the same architecture. Instead of separating thinking from creation, reasoning and rendering are tightly coupled so the system can plan, imagine and produce within one coherent process.

The first model built on this architecture is Uni-1, a decoder-only autoregressive transformer that operates over a shared token space combining language and image tokens. This allows the model to reason in language while simultaneously imagining and rendering visual outputs in the same sequence.

Rather than generating outputs step by step across separate systems, Uni-1 can plan, visualise and produce creative assets as part of a single reasoning process, bringing the system closer to how human intelligence approaches creative work.

Built on this unified architecture, Luma Agents can coordinate complex creative workflows that previously required multiple tools and manual orchestration.

The agents are capable of coordinating across several AI models, including Ray3.14, Veo 3, Sora 2, Kling 2.6, Nano Banana Pro, Seedream, GPT Image 1.5 and ElevenLabs. They can automatically select and route tasks to the most suitable model, maintain persistent context across assets and collaborators, and improve outputs through iterative self-evaluation.

These capabilities allow Luma Agents to function not just as generation tools but as collaborative AI systems capable of executing creative work from start to finish.

Luma Agents are designed for enterprise environments where intellectual property protection, compliance and operational scale are key considerations.

The platform includes safeguards such as full IP ownership retained by customers, automated content review to reduce copyright risk, documentation that records human involvement in creative workflows, mandatory human review before public release, and cloud-based infrastructure with enterprise-grade guardrails.

To highlight its solutions, the platform has also rolled out a campaign comprising an ad film. 

Amit Jain, co-founder and CEO, Luma, said, “Creative work has never lacked ambition; it’s lacked execution capacity. Creative teams shouldn’t have to spend their time orchestrating tools. They should spend it creating. Agents aren’t shortcuts. They’re collaborators that maintain context, coordinate execution, and advance projects so teams can focus on taste, direction, and strategy. Intelligence shouldn’t be fragmented by modality. Unified systems reason holistically. When the same model can think, imagine, and render, you move closer to intelligence that behaves coherently across the entire creative process.”

Alexander Schill, global CCO, Serviceplan Group, added, “Luma is now part of our broader House of AI ecosystem and integrated directly into our creative workflows. It allows our teams across more than 20 countries to collaborate more smoothly and develop great work faster. For our clients, that means high-quality creative output delivered with greater speed and efficiency – without compromising craft."