Luma AI is a creative AI platform for video and image generation, built on the Ray3.2 video model and UNI-1.1 image model, with agents that handle multi-step creative workflows for teams.
About
Luma AI is a creative AI platform for generating video and images, aimed at professional creative teams that need to produce large volumes of on-brand visual content quickly. Its core products are Ray3.2, a video generation model that supports text-to-video, image-to-video, and video-to-video with character references and keyframes, and UNI-1.1, an image and multimodal reasoning model that carries style and character references into generated assets.
The company, founded in 2021 and based in California, states its mission as building unified general intelligence that can generate, understand, and operate in the physical world. Luma develops its own models rather than reselling others, though the platform also provides access to third-party image and video models. Creative work happens in the browser-based Luma App, where Luma Agents research, generate, and refine work across video, image, audio, and text, while developers can integrate the same models through the Luma API with Python, JavaScript, and TypeScript SDKs. The company also runs the Open Physical AI Lab, an open research effort, and offers Enterprise plans with custom fine-tuning.
Key Features
Pricing & Fees
- Pricing: Individual plans are Plus at $30/month (10,000 credits), Pro at $90/month (40,000 credits), and Ultra at $300/month (150,000 credits), with yearly billing saving up to 20%. Enterprise plans are priced by contacting sales. API usage is billed through credits, not a subscription.
- Free trial: New users can try Luma for free with trial credits before committing to a paid plan.
- Commercial use: The Plus plan and above include commercial use rights for generated output.
- Collaboration: Paid plans include edit access for guest collaborators, and Team-tier features cover projects, team-wide sharing, and usage analytics.
Who It's For
Luma AI is aimed at creative professionals and teams that produce video and image content at volume: video producers cutting teasers and hero shots, agency creatives generating paid social variants, brand teams maintaining visual consistency across campaigns, and marketers who need dozens of on-brand variants quickly. Developers building video or image generation into their own products can use the credit-based Luma API. Educators and students can apply through Luma's education program, and filmmakers can join the Creative Partner Program.
FAQ
What is Luma AI?Luma AI is a creative AI platform for video and image generation, built on Luma's own models — Ray3.2 for video and UNI-1.1 for images — plus agents that run multi-step creative workflows and a credit-based API for developers.
How much does Luma AI cost?Individual plans start at $30/month for Plus (10,000 credits), $90/month for Pro (40,000 credits), and $300/month for Ultra (150,000 credits), with up to 20% savings on yearly billing; Enterprise pricing requires contacting sales. A free trial with trial credits is available.
Is there a free plan or trial?There is no permanent free plan, but Luma offers a free trial with credits so users can test generation before subscribing.
Which models does Luma AI offer?Luma's current models are Ray3.2 for video generation and UNI-1.1 for image generation and multimodal reasoning; earlier models such as Dream Machine, Ray2, and Luma Photon are deprecated. Third-party models are also available on paid plans.
Can Luma AI output be used commercially?Yes, the Plus plan and above include commercial use rights for generated content, and Enterprise plans add commitments, training, and custom fine-tuning.
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