Overview

Luma AI makes the Ray video models, and its product is a creative workspace built around AI agents. You describe the work, such as storyboarding a 30-second brand spot, product hero shots or paid social variants, and Luma's agents research, generate and refine across video, image, audio and text while keeping to your brand.

Luma's own models

Luma builds the models underneath the product rather than wrapping someone else's. Two are central right now:

Ray3.2, its latest video model, which Luma says lets you direct every frame, hold continuity across cuts and finish in cinematic quality, with HDR and EXR output options.
Uni-1, an image model built around brand understanding that carries style references, character references and visual grounding into every asset.

Third-party models are available too. The pricing page lists Seedance, Kling, Veo 3.1, MiniMax, Flux 3, GPT Image 2 and lip-sync models, each with its own credit cost. Luma also runs an API and describes a wider research mission around AI that can generate, understand and operate in the physical world.

Plans

From the official pricing page, checked October 2026 (yearly billing saves up to 20%):

Plus: $30 a month or $300 a year. 10,000 credits, Luma and third-party image and video models, guest collaborator editing and commercial use.
Pro: $90 a month or $900 a year. 40,000 credits and four times the usage of Luma Agents.
Ultra: $300 a month or $3,000 a year. 150,000 credits and 15 times the Agents usage.
Team and Enterprise: contact sales, with shared credits, team management, usage analytics, SSO and custom fine-tuning.

As an example of credit costs, a 5-second Ray3.2 clip at 1080p is listed at 400 credits, and a draft is 20. The homepage invites you to try it for free. See lumalabs.ai/pricing.

Who it suits

Creative teams, agencies and brand marketers producing many video and image variations, and filmmakers who want precise control over AI shots. Casual users may find the entry price high next to simpler video apps.

Pros: its own video and image models; agent-led workflow for whole campaigns; many third-party models in one place.
Cons: the cheapest paid plan is $30 a month; 1080p and HDR video use credits quickly; team features need a sales conversation.