Luma Launches Creative AI Agents Powered by 'Unified Intelligence' Models

New AI agents can coordinate multiple systems to generate end-to-end creative work across text, images, video and audio.

Published on Mar. 5, 2026

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AI video generation startup Luma has launched Luma Agents, a new platform powered by its 'Unified Intelligence' family of AI models. Luma Agents are designed to handle end-to-end creative work across text, image, video, and audio, coordinating with other AI models from companies like Google, ByteDance, and ElevenLabs. Luma says its agents can plan and generate content while evaluating and refining their own outputs through an iterative self-critique process.

Why it matters

Luma's new AI agents represent a shift in how creative work is done, moving away from the current model of using multiple disparate AI tools that require extensive prompting and iteration. Luma's 'Unified Intelligence' approach aims to streamline the creative process by allowing its agents to maintain persistent context across assets, collaborators, and iterations.

The details

Luma Agents are built on the company's Uni-1 model, the first in its Unified Intelligence family. Uni-1 has been trained on audio, video, image, language, and spatial reasoning, allowing the agents to 'think in language and imagine and render in pixels or images.' Luma says the agents can evaluate and refine their own outputs, improving through an iterative self-critique process. In demonstrations, Luma showed how the agents could turn a 200-word brief and an image into various ad campaign ideas, and could localize a $15 million ad campaign for different countries in just 40 hours.

  • Luma launched Luma Agents on March 5, 2026.

The players

Luma

An AI video generation startup that has launched Luma Agents, a new platform powered by its 'Unified Intelligence' family of AI models.

Amit Jain

The chief executive officer and co-founder of Luma.

Publicis Groupe

A global advertising agency that is an existing customer of Luma Agents.

Serviceplan

A global advertising agency that is an existing customer of Luma Agents.

Adidas

A brand that is an existing customer of Luma Agents.

Mazda

A brand that is an existing customer of Luma Agents.

Humain

A Saudi AI company that is an existing customer of Luma Agents.

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What they’re saying

“Our customers aren't buying the tool, they're redoing how business is done.”

— Amit Jain, Chief Executive Officer and Co-founder, Luma (TechCrunch)

“You need that ability to evaluate your work, fix it, and do that loop until the solution is good and accurate.”

— Amit Jain, Chief Executive Officer and Co-founder, Luma (TechCrunch)

“With Unified Intelligence, because these models understand in addition to being able to generate, we are able to build a system that is able to do this sort of end-to-end work.”

— Amit Jain, Chief Executive Officer and Co-founder, Luma (TechCrunch)

What’s next

Luma plans to roll out access to Luma Agents gradually to ensure users maintain reliable access and avoid workflow disruptions.

The takeaway

Luma's new Unified Intelligence-powered AI agents represent a significant shift in how creative work is done, moving away from the current model of using multiple disparate AI tools. By allowing its agents to maintain persistent context and evaluate their own outputs, Luma aims to streamline and accelerate the creative process for agencies, brands, and enterprises.