Luma AI Opens London Office, Appoints Jason Day as Head of EMEA
Luma AI is opening its first office outside the U.S. in London and naming Jason Day as Head of EMEA. The move follows a $900 million Series C led by HUMAIN and signals a push to scale globally.
The company plans to add 200 London-based roles in 2026 across research, engineering, partnerships, and strategy. Additional hiring is expected across the UK, the EU, and Saudi Arabia by 2028 as creative and advertising workflows shift to AI-driven production.
London puts Luma at the center of a mature advertising, entertainment, and brand ecosystem. The goal: work closely with creators, agencies, and studios to deploy multimodal generative intelligence models into real production pipelines.
What Luma AI Is Bringing to Market
Luma's portfolio includes Dream Machine and Ray3, a reasoning video model built for physically accurate animation and high-fidelity visuals. Enterprise customers can access the tech via subscription or API.
The expansion builds on Luma's partnership with HUMAIN on Project Halo, a two-gigawatt supercluster intended to support large multimodal world models. Use cases span creative production, simulation, education, design, and advertising.
Entertainment studios, agencies, and tech partners, including Adobe and AWS, already work with Luma's stack.
Why This Matters for Operations
- Talent planning: Expect deep hiring in research, engineering, and partnerships. Build sourcing pipelines for London now and explore nearshore options across the UK, EU, and Saudi Arabia.
- Pilots and procurement: Test Dream Machine/Ray3 via API. Define data governance, content ownership, model outputs review, and brand safety requirements in your MSA.
- Budget and ROI: Model total cost of AI video in production-compute, storage, integrations, training, and QA-against cycle-time reduction and creative throughput.
- Workflow fit: Map where generative video plugs into asset management, edit suites, and review tools. Set SLAs for turnaround time and visual accuracy gates.
- Infrastructure choices: Align with your cloud strategy (many teams run on AWS). Plan for GPU availability, usage-based pricing, rate limits, and observability.
- Compliance and trust: Prepare for UK/EU regulations, content provenance and watermarking standards, and controls to prevent misuse and IP conflicts.
- Partner strategy: Coordinate with agencies and studios to co-develop templates and production playbooks. Ask for access to betas and enterprise support.
- Risk management: Track model drift, dataset licensing, and deepfake countermeasures. Establish a cross-functional review board for high-visibility work.
What to Watch Next
- EMEA enterprise pricing, SLAs, and security certifications (SOC 2/ISO).
- Hiring velocity in London and timing of additional EU and Saudi builds.
- Deeper integrations with creative suites and asset pipelines.
Key Quotes
Amit Jain, CEO and Co-Founder, Luma AI: "With this Series C raise and the upcoming build-out of global compute infrastructure, we have the capital and capacity to bring world-scale AI to creatives everywhere. Launching across EMEA is the logical next step in putting this power directly in the hands of storytellers, agencies, and brands globally."
Caroline Ingeborn, COO, Luma AI: "Jason brings a rare combination of commercial strategy, international growth experience, and deep understanding of the creative space. His leadership across Monks and WPP - especially scaling large cross-border teams and building client relationships in markets like London. Munich and Riyadh make him the ideal leader to drive our next chapter. With Jason leading from London, Luma AI can bring creative intelligence directly into the hands of marketers and storytellers around the world."
Jason Day, Head of EMEA, Luma AI: "Luma AI is the world leader in developing multimodal artificial generative intelligence (AGI) for the creative industry. Putting that intelligence into the hands of creative professionals around the world - be they marketers, gamers, or film studios - will transform the entire creative process. The regions we are expanding into are actively building new creative economies, with a need for technology that accelerates production without compromising quality. The potential for creative intelligence is still largely untapped, and this is the moment to scale it across industries and geographies."
Next Step for Teams
If you're planning pilots or upskilling your team for AI-driven production, explore role-specific options at Complete AI Training - Courses by Job.
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