Luma AI Launches First International Office in London
Luma AI, a rapidly growing tech start-up based in California, has officially opened its first international office in London. Known for its groundbreaking generative video and imaging product, Dream Machine, the company describes itself as a “frontier artificial intelligence company building multimodal AGI intelligence.”
The decision to expand into London reflects the company’s recognition of the growing decentralization of creative industries across Europe, the Middle East, and Africa (EMEA). With this strategic move, Luma AI aims to integrate artificial intelligence into the workflows of advertising agencies, entertainment companies, and global brands.
Leadership and Strategic Vision
To lead this international initiative, Jason Day, a seasoned executive with a strong track record in global business development, has been appointed. Formerly an executive at Monks and WPP, Day brings extensive experience in operations, profit and loss management, and talent acquisition.
“Jason brings a rare combination of commercial strategy, international growth experience, and a deep understanding of the creative space,” said Caroline Ingeborn, Chief Operating Officer of Luma AI. “His leadership across Monks and WPP – especially in scaling cross-border teams and building client relationships in key markets such as London, Munich, and Riyadh – makes him the ideal person to drive our next chapter.”
Day added, “Luma AI is the global leader in developing multimodal artificial generative intelligence (AGI) for the creative industry. Empowering creative professionals—whether marketers, gamers, or filmmakers—with this technology will completely transform creative workflows.”
Ambitious Hiring Plans and Regional Growth
Luma AI plans to hire 200 roles in London focusing on research, engineering, partnerships, and strategic development. Beyond the UK, it intends to significantly expand its workforce across Europe and Saudi Arabia by 2028.
This growth initiative comes on the heels of the company’s successful $900 million Series C funding round, led by Humain, a firm backed by the Saudi Public Investment Fund. The funding will also support the development of a “supercluster” facility in Saudi Arabia, known as Project Halo.
Technological Advancements with Ray3
The company recently launched Ray3, a new generative video model that Luma AI claims is the first of its kind capable of reasoning. Unlike many existing models, Ray3 can critique its own output, suggest improvements, and make on-screen annotations. Users can also pause and resume production work without losing progress, enhancing workflow efficiency.
Monks, where Day previously held a top role, was among the first clients to implement the Ray3 model. This early adoption underscores the product’s potential impact on creative production and project management in real-time environments.
Backing From Major Investors
Luma AI has attracted investment from a diverse group of backers, including Andreessen Horowitz, AWS, AMD Ventures, NVIDIA, Amplify Partners, and Matrix Partners. In addition, several angel investors from the tech and entertainment sectors have contributed to the company’s rapid ascent in the AI space.
Earlier this year, Luma AI also established a presence in Los Angeles, further solidifying its commitment to bridging the gap between artificial intelligence and creative industries globally.
Future Outlook
The expansion into London marks a pivotal step in Luma AI’s mission to democratize access to advanced creative intelligence tools. As the company continues to scale, it aims to support emerging creative economies and provide technologies that enhance production speed without compromising artistic quality.
“The regions we are expanding into are actively building new creative economies, with a need for technology that accelerates production without compromising quality,” said Day. “The potential for creative intelligence is still largely untapped, and this is the moment to scale it across industries and geographies.”
With innovation at its core and strategic leadership in place, Luma AI is poised to reshape how creative professionals around the world approach storytelling, design, and entertainment production.
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