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

AI video generation startup Luma on Thursday launched Luma Agents, designed to handle end-to-end creative work across text, image, video, and audio. Luma Agents are powered by the startup’s Unified Intelligence family of models, with architecture trained on a single multimodal reasoning system. Luma Agents are being pitched as a new way of doing work for ad agencies, marketing teams, design studios, and enterprises. Luma says its agents are capable of planning and generating text, image, video and audio while coordinating with other AI models, including Luma’s Ray 3.14, Google’s Veo 3 and Nano Banana Pro, ByteDance’s Seedream, and ElevenLabs’s voice models. Luma’s agents are built on the startup’s Uni-1 model, the first of its Unified Intelligence family of AI models. It has been trained on audio, video, image, language, and spatial reasoning, according to Amit Jain, chief executive officer and co-founder of Luma. Jain told TechCrunch that the Uni-1 model can “think in language and imagine and render in pixels or images…we call it ‘intelligence in pixels.’” Other output capabilities like audio and video will come in subsequent model releases, he added. “Our customers aren’t buying the tool, they’re redoing how business is done,” Jain said. Luma has already started rolling out its new agentic platform with existing customers including global ad agencies Publicis Groupe and Serviceplan, as well as for brands like Adidas, Mazda, and Saudi AI company Humain. Jain said the Luma Agents are a gamechanger because they are able to maintain persistent context across assets, collaborators, and creative iterations. They can also evaluate and refine outputs, improving their own results through an iterative self-critique, according to Jain. Techcrunch event Disrupt 2026: The tech ecosystem, all in one room Your next round. Your next hire. Your next breakout opportunity. Find it at TechCrunch Disrupt 2026, where 10,000+ founders, investors, and tech leaders gather for three days o...