Luma AI Launches “Luma Agents” to Automate Creative Workflows

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AI startup Luma AI has unveiled Luma Agents, a new platform designed to handle end-to-end creative production across text, images, video, and audio. The system is powered by the company’s Unified Intelligence models, built on a single multimodal reasoning architecture that can plan and generate creative content while coordinating with other AI systems. According to CEO Amit Jain, the model can “think in language and imagine and render in pixels,” a capability he describes as “intelligence in pixels.”

Luma says the new agents are aimed at advertising agencies, marketing teams, and design studios looking to speed up production workflows. The platform can generate large sets of creative variations, refine its own outputs through iterative self-critique, and maintain context across projects and collaborators. Early customers already testing the system include Publicis Groupe, Serviceplan Group, and global brands like Adidas and Mazda, as the company gradually rolls out access to the platform through its API.

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luma agents doing creative production so marketing teams can nap while robots hustle