Luma Agents is a platform of creative AI agents launched in March 2026, powered by Luma AI’s Unified Intelligence models. These agents orchestrate end-to-end multimedia content production — text, images, video, and audio — by automatically selecting the best model for each step. Designed for creative agencies, studios, and marketing teams, they maintain persistent context across assets and iterations, ensuring visual coherence and brand fidelity. Adopted by Publicis Groupe, Adidas, and Mazda.
What is Luma Agents?
The essentials
Luma Agents is a platform of AI agents specialized in end-to-end multimedia creative production. Unlike traditional generation tools that handle a single modality at a time, Luma Agents orchestrates complete workflows including text, images, video, and audio in a single environment. Agents are powered by Uni-1, the first model in Luma’s Unified Intelligence family, capable of reasoning across multiple media types simultaneously. The platform is accessible via lumalabs.ai/app and primarily targets creative professionals and companies with large-scale production needs.
Key features
Luma Agents offers an advanced set of features. Multimodal orchestration lets agents automatically coordinate image, video, audio, and text generation in a single pipeline, selecting the most appropriate model at each step. Character Seeds ensures character consistency across all generated scenes. The Camera Motion SDK provides precise control over camera movements for professional cinematic renders. 4K resolution at 60fps is available on higher-tier plans. The platform also integrates audio-reactive lip sync that synchronizes dialogue to character movements. Multi-user collaboration lets you invite collaborators to co-edit projects, maintaining creative context across each work session.
Use cases
Use cases span a broad creative spectrum. Advertising agencies produce personalized video spots at scale, as Publicis Groupe already does. Production studios integrate the platform into pre-production workflows to rapidly generate storyboards and animatics. Marketing teams at brands like Adidas create visual assets declinated in many formats from a single brief. Independent content creators produce YouTube videos, Instagram reels, or advertisements with professional quality without a dedicated post-production team.
Advantages
The primary advantage of Luma Agents lies in dramatically reducing creative production time. A workflow previously requiring days of coordination between designers, videographers, and sound designers can be completed in minutes. Persistent visual coherence across assets eliminates costly back-and-forth validation cycles. The flexible pricing model, with a free plan and monthly subscriptions, enables organizations of all sizes to access the platform. Commercial rights included starting at the Standard plan simplify professional content exploitation.
Pricing
Luma Agents is accessible via multiple plans. The free plan offers limited generations without commercial rights. The Lite plan is $9.99/month, Standard is $29.99/month, Plus is $64.99/month, Pro is $99.99/month, and Premier is $499.99/month. A 20% discount applies to annual subscriptions. The API is also available independently at $0.20 per video task.
Conclusion
Luma Agents establishes itself as one of the most ambitious creative AI platforms of 2026. Its ability to orchestrate complete multimedia productions while maintaining coherence and cinematic quality makes it an essential tool for professionals seeking to industrialize creative content production.