Luma AI

What it does

Luma takes in creative briefs, brand references, style and character references, images and video, and produces new video, images, audio and text assets. Its agents research, generate and refine across those media. The application draws on Luma's own models, including Ray 3.2 for video and Uni-1 for images, plus third-party image, video and audio models listed on the pricing page.

People use it to turn one idea into many directions or variants, such as product hero shots, paid social variants or a teaser cut. Luma says its agents keep a brand consistent across assets, that Ray 3.2 gives frame-level control and continuity across cuts, and that Luma Skills let a creative workflow be built once and rerun. Luma develops the underlying models itself rather than only wrapping others.

It suits designers, marketers, video makers and creative teams who want generation and iteration in one place. Access is through a web sign-in, with a free start and paid individual plans measured in credits. Each model, resolution and action consumes a different number of credits, so costs vary with the work. Team and Enterprise plans are by contact, and the free allowance is not detailed on the pages reviewed.

What it can do

• Agents that research, generate and refine across video, image, audio and text
• Ray 3.2 video generation with frame-level control and continuity across cuts
• Uni-1 image generation using brand, style and character references
• Access to third-party image, video and audio models within the same workspace
• Utilities such as video upscaling, HDR conversion, background removal and lip sync
• Reusable creative workflows via Luma Skills

Example workflows

Paid social variants from a product brief

Input: a product image, brand style references and a short brief. Steps: ask the agent for several directions, generate image and video variants, then refine the favourites. Output: a set of draft social assets in the brand style for review.

Teaser cut from a script idea

Input: a concept, keyframe images and reference characters. Steps: generate video clips with Ray 3.2, extend or modify shots, add generated sound or music. Output: a draft teaser sequence.

Before you choose

• Generation uses credits, and the cost varies widely by model, resolution and duration; check the credit table before large batches.
• Plan credits and the Luma Agents usage multipliers apply to the application, while model APIs are priced separately and not covered here.
• Team features such as SSO and shared credits require contacting Luma.

Listed under

• Creative
• Marketing
• Image and design
• Music and audio
• Social and video
• Video generation
• AI audio
• AI image generation
• AI video generation
• Brand consistency
• Creative agents
• Marketing creatives

Get started

Sign in or start from the pricing page.

1. Open the app sign-in page and create an account
2. Choose the free start or pick a Plus, Pro or Ultra plan
3. Upload brand or character references and start a project with the agent

Prices are shown monthly; yearly billing is $300, $900 and $3,000 respectively. Credit costs per generation vary by model and resolution; see the pricing page table.

Source: lumalabs.ai/pricing, checked 29 Oct 2026. Prices can change; check before you buy.

Sources for this overview

Product pages, documentation, and pricing checked 29 Oct 2026. Each source supports part of the overview; availability and prices can change.

• Luma | AI Agents for Creative Work ↗lumalabs.ai
• Plans & Pricing | Luma ↗lumalabs.ai

Company website

lumalabs.ai: product, pricing and policy pages

YC directory mirror

Batch and company name

Web search

Confirms the official site

Social accounts

Accounts the company links, and its posts on X

Human review

Checked by a person

knowledge_base

Last checked 29 Oct 2026. Every field keeps its source and date; unknown means we couldn’t confirm it.