EXCLUSIVE: Luma launches creative AI agents powered by its new ‘Unified Intelligence’ models

Luma has launched Luma Agents, an agentic platform for end-to-end creative work spanning text, image, video, and audio. Powered by the new Uni-1 model — the first in its 'Unified Intelligence' family — the system coordinates multiple AI models including Google's Veo 3, ByteDance's Seedream, and ElevenLabs voice models. Targeted at ad agencies, marketing teams, and enterprises, Luma Agents can maintain persistent context across creative assets, self-critique and refine outputs iteratively, and generate large sets of variations from a brief. Early customers include Publicis Groupe, Adidas, and Mazda. One cited example saw a $15M ad campaign localized for multiple countries in 40 hours for under $20,000. The platform is now available via API with gradual rollout.