Luma AI is a creative AI platform for developing visual ideas into images, video and audio, increasingly centered on agents that help plan, generate and refine work in one project.
What it does The Luma App coordinates its own models with third-party tools, carrying project context through iterations instead of treating every generation as an isolated prompt. Creators can generate clips from text or images, modify footage, reframe and upscale outputs, and add music, sound effects or voiceovers. A separate API supports developers integrating generation into their own products and workflows.
Pricing — checked 21 October 2026 (USD) The current pricing page lists Plus at $30/month or $300/year; Pro at $90/month or $900/year; Ultra at $300/month or $3,000/year. Pro advertises 4× and Ultra 15× the agent usage of Plus. Commercial use is included in paid individual plans; Team and Enterprise are quoted. Generations consume credits according to model, duration, resolution and output type. Monthly allowances reset, and additional spending can be capped. Trial access is advertised, but it is not unlimited free production. API billing is separate. Older Dream Machine and help-page plan names conflict with current cards, so check the exact allowance before subscribing.
Their story Luma began with capturing and sharing the physical world, then expanded into generative 3D with Genie and broader multimodal foundation models. Its stated goal is an intelligent creative partner that can understand visual context and help people turn imagined scenes into tangible media.
Sources: Pricing · Product overview · App guide · Story