Software Engineer

Luma has launched Luma Agents, an AI platform designed to handle end-to-end creative work across text, image, video and audio. The agents are powered by the startup's new Unified Intelligence family of models, built on a single multimodal reasoning system. The platform is being pitched to ad agencies, marketing teams and design studios. Luma says its agents can plan and generate content whilst coordinating with other AI models, including Google's Veo 3, ByteDance's Seedream and ElevenLabs's voice models. Luma has already deployed the platform with clients including Publicis Groupe, Serviceplan and brands like Adidas and Mazda. In one example, the system reportedly converted a $15 million, year-long ad campaign into multiple localised versions in 40 hours for under $20,000. The platform is now available via API.

Luma AI's AI agents promise to end the multi-tool mess. The $4 billion company is now targeting the full creative pipeline - from brief to final cut - with AI agents for enterprise teams. March 5, 2026 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. "It's upending this process that has been very linear and very expensive, from 'I have a script, then I do a mood board, then I do a video,'" Ingeborn said. "And for every one of these steps your project either gets killed, or you get more money." Luma, which has raised a total of $1.1 billion at a $4 billion valuation, positions itself as building toward multimodal general intelligence. Its latest offering arrives as more companies push into creative AI infrastructure, including Higgsfield, founded by Snap's former generative AI chief. However, Ingeborn argued Luma's differentiation lies in its end-to-end execution layer. "We are seeing that the process is moving from being very linear to being non linear," said Igenborn. "The mission is that we want to build intelligence that can generate and operate and create alongside us humans." Trishla is an Adweek staff reporter covering AI and tech. Recommended videos

Luma launches Luma Agents, powered by Unified Intelligence, for creative work. PALO ALTO, CA - Luma (www.lumalabs.ai), the builder of unified multimodal AI systems, has launched Luma Agents, a new class of AI collaborators capable of executing end-to-end creative work. Designed for agencies, marketing teams, studios and enterprise organizations, Luma Agents maintain full context, from initial brief to final delivery, coordinating tools, models and iterations within one unified system. In recent years, many AI systems have been assembled by chaining together separate models for language, vision, video and reasoning, stitching outputs together through orchestration layers. These systems can fragment context and require complex workflows to produce reliable creative results. Luma Agents replace fragmented, multi-model workflows with coordinated execution built on unified reasoning. Instead of switching between disconnected tools and rebuilding context at every step, teams work alongside agents that execute projects end-to-end while maintaining and sharing text, image, video and audio. Luma Agents are built on Unified Intelligence, a new model architecture designed to move beyond the industry's prevailing approach of assembling intelligence in pieces. Unified Intelligence trains a single multimodal reasoning system capable of understanding and generating across formats within the same architecture. The first model built on this architecture is Uni-1. Uni-1 is a decoder-only autoregressive transformer operating over a shared token space that interleaves language and image tokens, allowing both modalities to function as first-class inputs and outputs in the same sequence. This design enables the model to reason in language while imagining and rendering in pixels within the same forward pass. Rather than generating outputs step-by-step across disconnected systems, Uni-1 can plan, visualize and produce creative artifacts as part of a single coherent reasoning process. The result is a foundation where thinking and creation are tightly coupled. Luma Agents can coordinate across leading AI models, including Ray3.14, Veo 3, Sora 2, Kling 2.6, Nano Banana Pro, Seedream, GPT Image 1.5, and ElevenLabs. It can automatically select and route tasks to the best model or capability for each step and maintain persistent context across assets, collaborators and creative iterations. Together, these capabilities allow Luma Agents to function as collaborative AI creatives capable of executing end-to-end creative work. Luma recently showed Post a video that demonstrated Agents' capabilities. In the example, the AI tool was given a single image for reference - in this case, a tube of lipstick. With prompting and refinement, Agents then created a multi-platform beauty campaign in which four different women modeled the makeup at locations throughout the world. In addition to video elements, the tool created print assets, digital signage and social media content in a range of aspect ratios, as well with variations of the product itself. Luma COO Caroline Ingeborn suggested that a similar campaign might cost a million dollars to produce practically, and could now be executed for only tens of thousands. Publicis Groupe Middle East and Serviceplan Group are deploying Luma Agents across strategy, creative development and production workflows to increase throughput while maintaining brand consistency across markets. "Luma is now part of our broader 'house of AI' ecosystem and integrated directly into our creative workflows," notes says Alexander Schill, global CCO at Serviceplan Group. 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