Luma, the AI video company, has launched Luma Agents, a product that takes a creative job from brief to finished assets across text, images, video and audio, aimed at agencies, marketing teams and studios.
The agents keep one running context for a project instead of handing work between separate tools, can explore several creative directions at once, review their own drafts, and plug into company systems through an API. People set the direction; the agents handle routing and execution in a shared workspace.
Underneath is a new architecture Luma calls Unified Intelligence. Its first model, Uni-1, is a single transformer that handles words and images in the same token stream, so planning and rendering happen in one pass rather than across a chain of specialised models. Chief executive Amit Jain argues that intelligence split by medium loses coherence.
The company says Publicis Groupe Middle East and Serviceplan Group already use the agents in strategy, creative and production work; Serviceplan runs it across more than 20 countries.
For enterprise buyers, Luma lists customer ownership of IP, automated copyright screening, records documenting human involvement, and mandatory human review before anything is released.
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