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Luma

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Generate and refine videos, images, and audio with AI creative agents.

PaidAI Video GeneratorsAI Image GeneratorsAI Agents

Verified Nov 2, 2026

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Luma website screenshot

What is Luma?

Luma is an AI creative platform for generating and refining video, images, audio, and text. Its creative agents support workflows such as product hero shots, paid social variations, and teasers, combining research with asset generation and revision. It is built for creative teams producing work for brands and clients.

Users can generate videos from text or images, modify existing footage, and create or edit still images. Luma includes its own Ray video models and Uni image model alongside third-party models. Ray supports video controls such as keyframes and reframing, while Uni works with style and character references to guide visual output. Audio tools include speech, music, sound effects, and transcription.

Usage is credit-based, with costs varying by model, resolution, duration, and operation. Individual subscriptions include commercial use and guest editing access. Team plans add shared credits, project organization, usage analytics, and SSO; Enterprise adds custom fine-tuning and training. Luma also offers API access for developers.

What can Luma do?

  • Creative agents

    Research, generate, and refine assets across video, image, audio, and text within creative workflows.

  • Video generation and editing

    Generate clips from text or images, modify footage, and use keyframes and reframing to control the result.

  • Reference-guided images

    Create and modify images with Uni using style and character references to guide visual consistency.

  • Multiple model choices

    Use Luma and third-party image and video models through the same credit-based platform.

  • Audio production tools

    Generate speech, music, and sound effects, or transcribe audio and separate stems.

  • Team workspace

    Team plans provide shared credits, project organization, usage analytics, member management, and SSO.

Who is Luma for?

Creative agencies
Develop concepts, produce client assets, and generate variations for campaign reviews.
Brand marketing teams
Create product imagery, paid social assets, and videos guided by brand references.
Video creators
Generate clips, modify footage, and produce supporting audio for video projects.
Developers
Access Luma's generation models through its API.

How much is Luma?

Official pricing

  • Plus

    $30/mo

  • Pro

    $90/mo

  • Ultra

    $300/mo

  • Team

    See website

  • Enterprise

    See website

Frequently asked questions

How much do individual plans cost?

Plus costs $30 per month with 10,000 credits, Pro costs $90 per month with 40,000 credits, and Ultra costs $300 per month with 150,000 credits. Yearly billing offers savings of up to 20%.

Can I use generated content commercially?

Commercial use is included in Plus and the higher individual plans.

How are generation credits charged?

Credit costs depend on the model and task. Video costs also vary with duration, resolution, and settings, while image and audio operations have their own rates.

What does the Team plan include?

Team adds member management, project organization, team-wide sharing, usage analytics, shared credits, and SSO. Pricing is available by contacting Luma.

Does Luma offer an API?

Yes. Luma offers API access, including its Ray video and Uni image models.

Luma alternatives

Compare alternatives
  1. 1Pollo AICreate and edit AI videos, images, and marketing assets with multiple models.
  2. 2OpenArtGenerate and edit AI images, videos, characters, music, and voiceovers in one workspace.
  3. 3RunwayGenerate and edit video, images, and audio with AI creative tools and APIs.
  4. 4MagnificGenerate and edit AI images and videos on iPhone, iPad, and Mac.
  5. 5PixlrEdit photos and generate images, videos, and audio with AI in your browser.

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