Brands and agencies have no shortage of AI tools for creative tasks—what they lack is cohesion. Creative teams often jump between image generators, video tools and language models, stitching outputs together manually and coordinating across departments. That patchwork process is what Luma AI says it wants to fix.
The Palo Alto–based company, founded in 2021, is launching a new category of end-to-end “creative agents” designed to coordinate and execute professional creative work across text, image, video and audio.
Luma spent its first three years building native 3D, image and video models. Now, the company is developing unified systems that work across modalities, with a specific focus on creative output for brands and agencies. The move signals Luma’s ambition to become a core part of the workflows for enterprise creative teams.
“A couple of years back, most foundational model companies made the bet that the way toward intelligence was large language models,” said Caroline Ingeborn, COO of Luma AI. “While that’s true—with coding and deep research—that’s a sliver.”
The company has beta tested the agent with more than 100 clients since December. Launch partners include Serviceplan Group and Publicis Groupe Middle East & Turkey.
From linear to agent-led
Until now, Ingeborn said, most creative teams have used AI tools for isolated parts of the creative process—generating an image, drafting copy or editing a video. She described the process as a “fragmented” approach.
The new agents are designed to collaborate across the entire workflow.
The system integrates Luma’s proprietary image and video models alongside third-party systems such as Veo, DeepSeek, ElevenLabs and Kling, with the ability for teams to toggle specific models on or off. The goal, Ingeborn said, is to eliminate the constant switching between tools.
Today’s creative production, she argued, remains highly sequential.
