- Generate and modify video from text, images, and footage; extend, reframe, and upscale outputs.
- Use high-fidelity HDR output and API access for more production-oriented workflows.
- Luma publicly names Adobe, AWS, Dentsu Digital, HUMAIN Create, Monks, Galeria, and Strawberry Frog as partners or launch collaborators.
Luma AI
⚡ Cinematic generative videoUse Luma when a campaign needs a new cinematic shot or a real piece of footage needs a major visual transformation—not when a script simply needs a talking presenter.
Why this fits
Turn a visual idea into a shot you can refine.
Luma’s current creative platform uses Ray video models to generate from text or images and to modify, extend, reframe, and upscale video. It also supports HDR output and an API for production workflows. The useful marketing job is creating a credible visual treatment, product moment, or ad scene before a traditional production exists—or reshaping a captured clip when a reshoot is impractical.
The trade-off
Cinematic quality still has a credit and rights budget.
- Free and Lite outputs include watermarks and are for personal/non-commercial use; commercial use starts on Plus.
- Generation, modification, resolution, and duration each use a different amount of credits, so a full sequence must be budgeted from the real brief.
Pricing & upgrade decision
Pay only when the workflow changes.
The free plan is for personal use. Compare the operational trigger—not only the keyword limit.
PlanBest fitWhat changesAIMKT decision
Free$0
Exploring the visual workflow
Limited image and draft video · watermark · personal use only
Test a single visual concept.
Lite$9.99/mo
Personal experimentation
3,200 monthly credits · priority processing · watermark · non-commercial
Use only for regular exploration.
Plus$29.99/mo
Commercial creative production
10,000 monthly credits · no watermark · commercial rights
The useful entry tier for real campaign assets.
Questions
The practical questions before you buy.
- 01
How does Luma charge?
Luma has Free, Lite at $9.99/month, Plus at $29.99/month, Unlimited at $94.99/month, and Enterprise custom. Plans include monthly credits; paid top-ups are also available.
- 02
Which brands publicly use it?
Luma publicly names Adobe, AWS, Dentsu Digital, HUMAIN Create, Monks, Galeria, and Strawberry Frog as partners or launch collaborators. These are not independently audited outcome claims.
- 03
Is it cheap compared with similar tools?
Luma Plus is a sensible entry price for commercial generative video, but it is only inexpensive when the credit allowance covers the real scenes. Compare it with Hailuo or Runway for new-shot creation, not with an avatar platform.
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