Luma AI has launched Luma Agents, a new class of AI collaborators designed to execute end-to-end creative work across text, image, video and audio. The agents have been built on the company’s Unified Intelligence architecture, which integrates reasoning and content generation within a single system.
The company has said the agents have maintained context from the initial brief through final delivery while coordinating multiple tools, models and iterations within a unified workflow. The launch has targeted agencies, marketing teams, studios and enterprise organisations looking to scale creative production while maintaining consistency across outputs.
The system has replaced fragmented multi-model workflows with a coordinated approach built on unified reasoning. Instead of switching between separate tools for language, image or video generation, teams have worked with agents that have executed projects from planning to delivery while maintaining shared context across formats.
According to the company, the agents have supported parallel development of multiple creative directions and have evaluated and refined outputs through iterative improvements. The system has also integrated with enterprise tools and production systems through APIs.
The agents have operated within a collaborative environment where human teams have directed creative intent while the agents have handled orchestration, routing and execution of tasks across models and tools.
Luma Agents have already been deployed with global enterprise partners including Publicis Groupe and Serviceplan Group. The agencies have used the system across strategy, creative development and production workflows to manage creative output across multiple markets.
The technology has been built on Luma’s Unified Intelligence architecture, which trains a single multimodal reasoning system capable of understanding and generating across formats instead of combining separate models for language, vision and video. The first model built on this architecture, Uni-1, has functioned as a decoder-only autoregressive transformer that operates over a shared token space combining language and image tokens.
The architecture has enabled the model to plan, visualise and generate creative outputs within the same reasoning process. Luma has said this approach has allowed agents to coordinate complex workflows that previously required multiple tools and manual orchestration.
The agents have also coordinated tasks across multiple AI models including Ray3.14, Veo 3, Sora 2, Kling 2.6, Nano Banana Pro, Seedream, GPT Image 1.5 and ElevenLabs while automatically selecting the most suitable model for each task. The system has maintained persistent context across assets, collaborators and creative iterations and has refined results through iterative evaluation.
Luma has also designed the system for enterprise environments with features such as IP ownership retention for customers, automated content review for copyright risks, human-review requirements before public release, and cloud-based infrastructure with enterprise safeguards.
“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.”, Amit Jain, Co-Founder and CEO of Luma.
“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.”, Alexander Schill, Global CCO at Serviceplan Group.
“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.”, Amit Jain, Co-Founder and CEO of Luma.
