Artificial intelligence video production startup Luma on Thursday introduced Luma Agents, designed to handle end-to-end creative work across text, image, video and audio. Luma Agents are powered by the startup’s family of Unified Intelligence models, with an architecture trained on a single multimodal reasoning system.
Luma Agents presents itself as a new way of working for advertising agencies, marketing teams, design studios and businesses. Luma says its agents are able to draw and generate text, image, video and audio while coordinating with other AI models, such as Luma’s Ray 3.14, Google’s Veo 3 and Nano Banana Pro models, ByteDance’s Seedream and ElevenLabs.
Luma’s agents are built on the startup’s Uni-1 model, the first in the Unified Intelligence family of AI models. It has been trained in audio, video, image, language and spatial reasoning, according to Amit Jain, CEO and co-founder of Luma.
Jain told TechCrunch that the Uni-1 model can “think in language and imagine and render in pixels or images … we call it ‘pixel intelligence.’
“Our customers aren’t buying the tool, they’re reimagining the way business is done,” Jain said.
Luma has already begun rolling out its new agency platform with existing clients including global ad agencies Publicis Groupe and Serviceplan, as well as brands such as Adidas, Mazda and Saudi Arabian AI company Humain.
Jain said Luma Agents are game-changers because they can maintain a persistent environment across assets, partners and creative iterations. They can also evaluate and refine results by improving their own results through an iterative self-review, according to Jain.
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That kind of ability to control your work is what has made coding agents so useful, Jain said. “You need that ability to evaluate your work, fix it, and do that loop until the solution is good and accurate.”
Jain said that the current workflow for using AI tools in creative environments does not have the same acceleration of benefits that people in the creative industry expect from AI. Instead, it’s more like, “Here are 100 models. Learn how to prompt them,” he said.
He said what makes Luma Agents different is that you don’t have to ask back and forth for every iteration on an image or idea — the system creates large sets of variations and lets users steer the direction through conversation.
“With Unified Intelligence, because these models understand in addition to being able to produce, we’re able to build a system that can do this kind of end-to-end work,” Jain said.
Take, for example, a human architect designing a building. As they draw the lines, they create an internal mental representation of structure, light, spatial dynamics and lived experience. This, says Jain, is the same principle on which Unified Intelligence is based.
Jain said the system could significantly speed up creative workflows. In a demonstration, he showed how a short 200-word description and an image of a product (a tube of lipstick) led the system to generate various ideas for locations, models and color schemes for an ad campaign.
In another example, Luma Agents turned a brand’s $15 million, one-year ad campaign into multiple local ads for different countries in 40 hours for under $20,000, passing the brand’s internal quality checks and accuracy checks, Jain said.
While Luma Agents is now publicly available via API, Jain said the startup plans to roll out access gradually to ensure users maintain reliable access and avoid workflow interruptions.
