Luma AI

AI platform for generating video, image, and audio content with brand consistency

As of 29 August 2026, Luma AI has a free plan and paid plans start at $25/month. Generative AI creative platform offering the Ray video model and Uni-1 brand intelligence for consistent, agency-grade content. Softwr lists it under Video Production. Luma AI is available on Web, API.

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Overview

What Luma AI does

Luma (Luma Labs) is a creative AI platform for generating video, image, audio, and text content. Its Ray video model offers frame-by-frame directorial control for cinematic output, while Uni-1 maintains consistent brand style and visual identity across generated assets. The platform supports agency workflows such as product videos, ad variations, storyboarding, and character design, and is used by agencies including Serviceplan, Dentsu, and Publicis Groupe, and brands like Mazda. Luma also runs the Open Physical AI Lab, a research effort focused on physical-world AI generalization.

What people use it for

Generating branded product and advertising video variations
Storyboarding and character design for agencies
Automating multi-format content generation with agents
Maintaining consistent brand visuals across campaigns

Where it falls short

Concrete and checkable, so you can decide whether any of them matter to you. This is the half of a review a vendor will not write about Luma AI.

Pricing is credit-based, making exact per-video cost hard to predict without testing generation costs.
Team and Enterprise pricing is not published and requires contacting sales.
Video length and resolution limits per plan are not detailed on the public pricing page.

Cross-shopped

What people choose instead of Luma AI

Each pairing was judged by two reviewers asking whether a buyer would genuinely weigh the two against each other. The ones that failed were deleted rather than published.

Luma AIvs
Runway
Runway: Both are leading generative AI video platforms used by creative professionals and agencies.
Luma AIvs
Black Forest Labs
Black Forest Labs: Both offer high-end generative visual models used in professional creative and agency workflows.

Pricing

What Luma AI costs

Taken from the vendor's own pricing page. Prices move, so check before you buy.

Plus

$25 /mo

10,000 credits/month
Luma and third-party models
Guest collaboration
Commercial use

Pro

$75 /mo

40,000 credits/month
4x Luma Agents usage

Ultra

$250 /mo

150,000 credits/month
15x Luma Agents usage

Team

On request

Team management
Shared credits
SSO

Enterprise

On request

Enterprise commitments
Dedicated training
Custom fine-tuning

Capabilities

Features

Ray video generation
Text- and image-to-video generation with frame-by-frame directorial control
Uni-1 brand intelligence
Maintains consistent style and visual identity across generated assets
Multimodal generation
Creates video, image, audio, and text content from a single platform
Agent-based workflows
Automates research, generation, and refinement across formats
Team collaboration
Guest collaboration and shared credits for team plans

Answered, with sources

Questions people ask

Each answer names the page it came from, so you can check it rather than take our word for it.

What does Luma AI cost?

Plans start at Plus for $25-30/month (10,000 credits), Pro at $75-90/month (40,000 credits), and Ultra at $250-300/month (150,000 credits), with lower rates on annual billing.

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How is usage metered?

Generation consumes credits: video costs 4-959 credits per second depending on model and resolution, images cost 1-255 credits each, and audio costs 21-98 credits per minute.

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Can I save money with annual billing?

Yes, subscribing yearly instead of monthly saves up to 20% across all individual Plus, Pro, and Ultra tiers.

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What do Team and Enterprise plans add?

Team adds shared credits, team management, and SSO, while Enterprise adds custom commitments, dedicated training, and fine-tuning; both require contacting sales for pricing.

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Does a paid plan allow commercial use?

Yes, the Plus plan and above include commercial usage rights along with guest collaboration access for generated content.

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