Overview
Luma Agents is a creative AI platform from Luma Labs that plans, generates, iterates, and refines multimodal assets — text, image, video, and audio — inside a single visual board workspace. Launched on March 5, 2026 and powered by the Unified Intelligence model family, the agents maintain persistent context across briefs, references, and revision loops so teams can produce full campaigns without hopping between disconnected tools.
Unlike pipelines that bolt together separate text, image, and video models, Luma describes Unified Intelligence as a single multimodal reasoning architecture. More specifically, the company says Uni-1 operates over a shared token space that interleaves language and image tokens, rather than every format being handled as one interleaved token sequence. The agents also coordinate with third-party models when useful, routing work to Luma's own Ray 3.14 or to Google Veo 3, Nano Banana Pro, ByteDance Seedream, and ElevenLabs voices depending on the task. Early adopters include Publicis Groupe, Serviceplan Group, Adidas, Mazda, and Humain.
Key Features
Unified Intelligence reasoning — The Uni-1 model treats language, vision, and generation as one multimodal system, letting agents understand a brief and produce on-target outputs without prompt-chain handoffs between specialized models.
Brainstorm and Create modes — Brainstorm Mode helps plan concepts, moodboards, and shot lists before any media is rendered, while Create Mode executes production and iteration — the split mirrors how agencies actually work through discovery before delivery.
Infinite canvas workspace — All assets, variations, and references live on one spatial canvas, so reviewers can compare dozens of parallel generations side by side instead of scrolling through a linear chat history.
Master Reference Assets — Define Master Reference Assets as the project's source of truth so the agent can preserve consistency across later image and video work. Luma's own guidance stresses that users should keep re-anchoring major iterations rather than assume automatic enforcement.
Cross-model coordination — Agents pick between Ray 3.14, Veo 3, Nano Banana Pro, Seedream, and ElevenLabs based on the task, meaning one Luma subscription gives you credit-based access across supported video, image, and audio workflows.
Self-critique refinement — The system evaluates its own outputs against the brief and automatically reiterates weak results, reducing the manual "regenerate and hope" loop typical of single-shot image and video tools.
How It Compares
Luma is best understood as an orchestration layer for end-to-end creative work rather than just a single generator. Compared to point tools like Sora, Veo 3.1, or Runway Gen-4.5, the differentiator is orchestration: Luma Agents manages the whole plan → generate → refine loop across image, video, and audio, while most competitors focus on making one modality excellent. Because competitor capabilities change quickly, avoid hard feature-by-feature claims unless each comparison is backed by a current primary-source citation — check the official pages before committing to a head-to-head decision.
Pricing & Plans
Luma Agents is paid-only, with trial credits included in every plan and annual billing saving 20%. All plans permit commercial use.
- Plus — $30/month ($300/year) — 10,000 credits, access to Luma and third-party image/video models, guest collaborator edit access.
- Pro — $90/month ($900/year) — Everything in Plus plus 4x usage with the Luma Agents (40,000 credits).
- Ultra — $300/month ($3,000/year) — Everything in Pro plus 15x usage with the Luma Agents (150,000 credits).
- Team — Coming soon — Team management, shared projects, usage analytics, per-user spend limits, SSO.
- Enterprise — Contact sales — Team features plus enterprise commitments, dedicated training, and custom fine-tuning.
Credit costs vary by task and unit. On Luma's current pricing page, video is priced per second (for example, 4–768 credits per second depending on model, mode, resolution, and audio settings), image generation is priced per image (roughly 1–60 credits per image depending on model and quality), and audio is mixed: music, sound effects, and audio isolation are priced per minute, while ElevenLabs v3 text-to-speech is priced at 21 credits per 1,000 characters. Pricing is subject to change — confirm current rates on the official Luma pricing page.
Best For
- Creative agencies running high-volume campaign localization where the same concept needs dozens of market-specific variants
- In-house brand teams producing multimodal content (static + video + voiceover) from a single brief
- Production studios stress-testing AI-assisted preproduction for moodboards, storyboards, and animatics
- Marketing leads who want one tool covering AI video generation and stills instead of stitching three subscriptions together, often replacing picks from the best AI video generators shortlist
- Early-adopter teams comfortable navigating rough edges in exchange for architectural upside
Teams that need guaranteed SLAs, airtight character consistency, or full transparency into which underlying model produced each asset should weigh those gaps carefully before committing.
FAQ
What is Luma Agents?
Luma Agents is a creative AI platform from Luma Labs that plans, generates, and refines multimodal content — text, image, video, and audio — inside one workspace. It runs on the Unified Intelligence model family and coordinates Luma's Ray 3.14 with third-party models like Google Veo 3, Nano Banana Pro, ByteDance Seedream, and ElevenLabs voices.
How much does Luma Agents cost?
Paid plans start at $30/month for Plus (10,000 credits), $90/month for Pro (40,000 credits and 4x agent usage), and $300/month for Ultra (150,000 credits and 15x agent usage). Yearly billing is discounted, with listed prices of $300/year for Plus, $900/year for Pro, and $3,000/year for Ultra. Team is currently listed as coming soon on Luma's pricing page, while Enterprise is contact sales.
Is there a free version of Luma Agents?
There is no permanent free tier, but every paid plan includes free trial credits so you can test the agents before committing to a full subscription.
What makes Unified Intelligence different from other AI models?
Unified Intelligence trains a single multimodal reasoning system that handles language, vision, and generation inside one architecture. Most competing stacks chain separate text, image, and video models together, which loses context between handoffs — Uni-1 keeps everything on one interleaved token sequence.
Can Luma Agents maintain consistent characters across a project?
Yes, through Master Reference Assets. You can define Master Reference Assets as the project's source of truth and ask the agent to preserve them across downstream generations, but Luma's own documentation recommends re-anchoring major iterations instead of assuming fully automatic enforcement. Note that Ray 3.14 itself currently lacks direct character reference support, so consistency is enforced at the canvas level rather than inside the video model.
Which AI models do Luma Agents use?
The agents route tasks between Luma's Ray 3.14 video model, Veo 3 from Google, Nano Banana Pro, ByteDance's Seedream, and ElevenLabs voice models, picking whichever best fits the job. One Luma subscription covers all of them.
Is Luma Agents suitable for commercial use?
Yes. All paid plans — Plus, Pro, and Ultra — include commercial use rights. Enterprise customers can additionally negotiate custom fine-tuning and dedicated commitments.
Who is already using Luma Agents?
Publicis Groupe, Serviceplan Group, and brands including Adidas, Mazda, and Saudi AI company Humain are named early adopters. Luma has publicly claimed that agents helped compress a large localization workflow into 40 hours for under $20,000, but this performance anecdote should be treated as a vendor claim unless verified against a primary source.
