Serviceplan Group adopts Luma AI groupwide
Serviceplan Group, Europe's largest independent agency network, is making Luma AI its AI technology partner for creative work across its global operations, a sign that generative video is moving into everyday agency production.
Serviceplan Group has signed a strategic partnership with Luma AI to deploy AI for creative work across its global operations, Luma announced. Under the agreement, Luma becomes the agency group's AI technology partner. Its tools will be built into workflows covering strategy, creative development, content production and delivery.
Serviceplan has more than 6,500 employees and 43 of its own locations, and it is present in 24 countries. The group says it is the first of the world's largest agency groups to standardize AI for creative work at scale. That claim comes from the announcement and has not been independently verified. Luma's tools will plug into "House of AI," which Serviceplan describes as a digital twin of its marketing and communications value chain. The stated goals are faster iteration, higher creative output, and scaling that does not drive costs up at the same rate.
"This partnership moves beyond experimentation and establishes AI as foundational infrastructure within a leading global agency group," said Luma co-founder and CEO Amit Jain. Serviceplan CEO Florian Haller said the integration lets the group "create faster, smarter, and at greater scale."
Luma will also provide implementation support and training to Serviceplan's teams around the world. Luma's flagship product is Dream Machine, a platform for generating video and images, and in 2025 it released the Ray3 video model.
The announcement leaves several things out. It gives no contract value or rollout timeline, and it does not say which Luma models or products will be deployed. It also includes no measured productivity or cost results.