Serviceplan Group Deploys Creative AI Across Global Operations

Partnership with Luma AI aims to accelerate creative workflows and enhance operational efficiency.

Published on Feb. 25, 2026

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Serviceplan Group, Europe's largest independent agency network, has announced a strategic partnership with Luma AI to deploy AI for creative work across its global operations. The rollout marks a significant milestone, positioning Serviceplan as the first major agency group to standardize AI for creative work at scale. The initiative is designed to enhance speed to market, build long-term competitive resilience, and enable greater scalability without linear cost growth.

Why it matters

As brands demand higher volumes of personalized content across fragmented channels, the ability to compress production timelines while maintaining quality has become a critical competitive advantage. Serviceplan's enterprise-wide AI implementation reflects a broader industry shift toward AI-enabled operating models to protect profitability while expanding creative capability.

The details

Under the agreement, Luma AI will serve as Serviceplan's AI technology partner, embedding AI directly into the agency's professional workflows spanning strategy, creative development, content production, and delivery. By further integrating AI into its 'House of AI' digital ecosystem, Serviceplan aims to accelerate iteration cycles, increase creative throughput, and enhance operational efficiency across multi-market campaigns.

  • Serviceplan Group announced the partnership on February 19, 2026.

The players

Serviceplan Group

Europe's largest independent, partner-led agency network, operating more than 43 locations worldwide and employing over 6,500 professionals.

Luma AI

An AI technology company that will serve as Serviceplan's partner, embedding AI for creative work into the agency's professional workflows.

Florian Haller

CEO of Serviceplan Group.

Alexander Schill

Global Chief Creative Officer of Serviceplan Group.

Amit Jain

Co-Founder and CEO of Luma AI.

Jason Day

Head of EMEA at Luma AI.

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What they’re saying

“By integrating Luma AI's capabilities as a powerful building block within our House of AI ecosystem, we are now able to create faster, smarter, and at greater scale. This partnership further enhances our capabilities across the value chain, ensuring that creativity, efficiency, and ROI work hand in hand.”

— Florian Haller, CEO, Serviceplan Group

“AI should amplify creativity, not standardize it. By integrating advanced AI into our workflow, we're giving our teams the tools to explore more, test faster, and raise the bar creatively at global scale.”

— Alexander Schill, Global Chief Creative Officer, Serviceplan Group

“Serviceplan Group is operationalizing AI at a scale that directly impacts productivity economics. This partnership moves beyond experimentation and establishes AI as foundational infrastructure within a leading global agency group.”

— Amit Jain, Co-Founder and CEO, Luma AI

“Competitive advantage in the agency sector will increasingly depend on how effectively AI is embedded into creative workflows. Serviceplan Group is setting a new benchmark for how large agency networks can translate AI adoption into measurable operational and financial strength.”

— Jason Day, Head of EMEA, Luma AI

What’s next

The partnership between Serviceplan Group and Luma AI is expected to continue as the agencies work to further integrate AI into their creative workflows and operations.

The takeaway

Serviceplan Group's enterprise-wide implementation of AI for creative work signals a broader industry shift toward AI-enabled operating models that can enhance productivity, efficiency, and creative capabilities at scale. As brands demand more personalized content across fragmented channels, the ability to compress production timelines while maintaining quality will be a critical competitive advantage for leading agency groups.