Luma AI opens London office to serve creatives across EMEA
Luma AI, the team behind Dream Machine and the Ray3 reasoning video model, is opening its first international office in London. The move signals a clear intent: build with creators where work happens - not just where media gets consumed.
With its recent $900M Series C and plans to scale global compute, the company is moving fast across EMEA to plug AI directly into real production workflows for agencies, brands, studios, and independent creators.
Why London, why now
London sits at the intersection of advertising, entertainment, and global brands. As new production hubs emerge across EMEA, Luma wants its tools embedded in local teams, cultures, and day-to-day workflows.
"Launching across EMEA is the logical next step in putting this capability in the hands of storytellers, agencies, and brands globally," said Amit Jain, Luma AI's CEO and co-founder.
Jason Day to lead EMEA
Jason Day joins as Head of EMEA to drive international business, partnerships, and customer expansion. He previously served as EVP of Global Growth at Monks and held senior roles at WPP, including Global Business Director and leadership at WPP-Scangroup. He also holds an MBA from Oxford's Saïd Business School.
"Jason brings a rare combination of commercial strategy and an instinct for the creative space," said Caroline Ingeborn, Luma's COO. Day added that the goal is simple: get creative intelligence into the hands of marketers, game studios, and filmmakers - without compromising quality.
Hiring and footprint
Luma plans to create 200 roles in London in 2026 across research, engineering, partnerships, and strategic development. By 2028, the company expects to expand headcount across the UK, Europe, and Saudi Arabia as new workflows mature in advertising, brand content, and entertainment.
Tools that matter to makers
Dream Machine helps teams generate professional-grade video and images quickly. Ray3 takes it further with physically accurate shots, animation, and complex visuals - built for previsualization, iterations, and production-ready assets.
Luma says its models are already in use by top studios, agencies, and technology companies, available via subscription or API. Explore the platform at lumalabs.ai.
Compute at scale: Project Halo
The expansion follows Luma's Series C and a partnership with HUMAIN on Project Halo - a 2-gigawatt supercluster aimed at training and deploying large multimodal World Models. The focus: AI-assisted production, simulation, education, design, and advertising.
Full announcement via Business Wire: source.
What this means for creatives
- Faster concept-to-camera: go from storyboard and animatic to polished shots in days, not months.
- Higher volume, consistent quality: generate on-brand variations for social, OOH, and broadcast without blowing up budgets.
- New hybrid roles: creative technologists, AI producers, and prompt directors who bridge creative and technical workflows.
- Distributed production: collaborate across London, Munich, and Riyadh with shared models and repeatable pipelines.
How to act now
- Stress-test AI on real briefs: pilots for storyboards, pre-vis, animatics, and product shots.
- Build a small "AI cell" inside your team: one creative lead, one producer, one engineer - move fast, document playbooks, scale what works.
- Upskill your core team in generative video and prompt craft. Practical resources: AI tools for generative video and courses by job.
Bottom line
Luma is planting roots in London to co-build with the people making the work. If you create for brands, games, or film, expect faster pipelines, new roles, and more creative control - with AI sitting inside your daily workflow, not outside it.
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