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ARTIFICIAL INTELLIGENCE www.postmagazine.com 24 POST MAR/APR 2026 LUMA LAUNCHES LUMA AGENTS, POWERED BY UNIFIED INTELLIGENCE PALO ALTO, CA — Luma (www.lumalabs.ai), the builder of unified multimodal AI systems, has launched Luma Agents, a new class of AI collaborators capable of executing end-to-end creative work. Designed for agencies, marketing teams, studios and enterprise organizations, Luma Agents maintain full con- text, from initial brief to final delivery, coordinating tools, models and iterations within one unified system. In recent years, many AI systems have been assembled by chaining together separate models for language, vision, video and reasoning, stitching outputs together through orchestration layers. These systems can fragment context and require complex workflows to produce reliable creative results. Luma Agents replace fragmented, multi-model workflows with coordinated execution built on unified reasoning. Instead of switching between disconnect- ed tools and rebuilding context at every step, teams work alongside agents that execute projects end-to-end while maintaining and sharing text, image, video and audio. Creative direction is made in parallel. Luma Agents are built on Unified Intelligence, a new model architecture designed to move beyond the industry's prevailing approach of assembling intelligence in pieces. Unified Intelligence trains a single multimodal reasoning system capable of understanding and generating across formats within the same architecture. The first model built on this architecture is Uni-1. Uni-1 is a decoder-only au- toregressive transformer operating over a shared token space that interleaves language and image tokens, allowing both modalities to function as first-class inputs and outputs in the same sequence. This design enables the model to reason in language while imagining and rendering in pixels within the same forward pass. Rather than generating outputs step-by-step across disconnect- ed systems, Uni-1 can plan, visualize and produce creative artifacts as part of a single coherent reasoning process. The result is a foundation where thinking and creation are tightly coupled. Luma Agents can coordinate across leading AI models, including Ray3.14, Veo 3, Sora 2, Kling 2.6, Nano Banana Pro, Seedream, GPT Image 1.5 and ElevenLabs. It can automatically select and route tasks to the best model or capability for each step and maintain persistent context across assets, collaborators and creative iterations. Together, these capabilities allow Luma Agents to function as collaborative AI creatives capable of executing end-to- end creative work. Luma recently showed Post a video that demonstrated Agents' capabilities. In the example, the AI tool was given a single image for reference — in this case, a tube of lipstick. With prompting and refinement, Agents then created a multi-platform beauty campaign in which four different women modeled the makeup at locations throughout the world. In addition to video elements, the tool created print assets, digital signage and social media content in a range of aspect ratios, as well with variations of the product itself. Luma COO Caroline Ingeborn suggested that a similar campaign might cost a million dollars to pro- duce practically, and could now be executed for only tens of thousands. Publicis Groupe Middle East and Serviceplan Group are deploying Luma Agents across strategy, creative development and production workflows to increase throughput while maintaining brand consistency across markets. "Luma is now part of our broader 'house of AI' ecosystem and integrated directly into our creative workflows," notes Alexander Schill, global CCO at Serviceplan Group. "It allows our teams across more than 20 countries to collaborate more smoothly and develop great work faster. For our clients, that means high-quality creative output delivered with greater speed and efficiency — without compromising craft." OVERTURE STUDIOS COMBINING A.I. WITH TRADITIONAL PRODUCTION TECHNIQUES LOS ANGELES — Overture Studios (https://overturestudios.com) is a new pro- duction company that is integrating AI with traditional filmmaking techniques. The company was founded by managing partner Geno Imbriale; managing partner Tomer DeVito; creative lead Stewart Hendler; and executive produc- er, post & operations, Brian Keegan. Overture will offer concept development through editorial, VFX and finishing. Its roster includes AI-fluent filmmakers grounded in traditional craft. "Our directors and artists are involved from the earliest stages, ensuring ideas are shaped with intention rather than retrofitted in post," explains DeVito. "Our work is powered by the latest technologies and exceptional artists, backed by decades of experience. We operate within production processes that agencies and brands know and trust, adapting them for a faster, more flexible environment without sacrificing craft, authorship or creative clarity." Brands that have partnered with Overture include Toyota, Jeep, Pfizer, Paramount, Citgo and Frank's RedHot. Additional projects are currently in pro- duction. The studio's roster includes Mark Kudsi, Grady Hall, Anaïs La Rocca, Tristan Holmes, Anthony Rubinstein, Chris Eckhardt, James Lee, Frederica Intelisano and Stewart Hendler. "I don't think AI is the answer to every creative problem, and I definitely don't see it as a shortcut around craft," notes Keegan. "For me, it's another tool in an already complex post production ecosystem — one that works best when it's built on proven VFX and post workflows. Used with intention, AI can make processes more adaptable and help unlock ideas that might otherwise be out of reach, while keeping creative control and craftsmanship at the center."