What does Luma AI do?
Luma AI makes its own generative models, the Ray3.2 video model and the Uni-1 image model, and wraps them in Luma, a creative agent that researches, generates and refines video, images, audio and text while keeping a brand consistent. Plans also include third-party image and video models.
- Ray3.2 video model. Luma's video model, pitched as letting you 'direct video the way you would direct a shoot', with frame-level control and continuity across cuts.
- Uni-1 image model. A brand-aware image model that carries style and character references into new assets.
- Luma agents. Agents that research, generate and refine work across video, image, audio and text; Pro and Ultra raise how much you can use them.
- Third-party models. Every plan includes Luma and third-party image and video models.
- Guest collaborators. Plus and up let guests you invite edit projects.
- API. Luma has announced API access to Ray3.2 and Uni-1.1 for developers.
Who is Luma AI for?
Luma AI is a good fit if you're a video creator or a business owner, and you need help making videos and images.
How much does Luma AI cost?
Luma AI starts at $25/mo. It has no free plan. We checked this on Oct 12, 2026 on the official pricing page.
- Starts at
- $25/mo
- Free plan
- No
- Free trial
- Not offered on the pricing page
Plus plan billed yearly at $300 ($30/mo billed monthly) with 10,000 credits and commercial use. Pro is $90/mo ($75/mo yearly) for 40,000 credits; Ultra is $300/mo ($250/mo yearly). The pricing page lists no free plan, though the site has a 'Try for free' button.
Luma AI plans compared
| Plan | Billed monthly | Billed yearly | What you get |
|---|---|---|---|
| Plus | $30/mo | $25/mo ($300/yr) | 10,000 credits, Luma and third-party image and video models, guest collaborators can edit, commercial use |
| Pro | $90/mo | $75/mo ($900/yr) | 40,000 credits, 4x usage with the Luma agents |
| Ultra | $300/mo | $250/mo ($3,000/yr) | 150,000 credits, 15x usage with the Luma agents |
| Team & Enterprise | Not listed | Custom | Shared team credits; contact sales |
The pricing page says yearly billing saves up to 20%. Credit cost per generation depends on the model and resolution (from draft up to 4K for video), and the page publishes cost tables per model. The pricing page lists no free plan, although the homepage has a 'Try for free' button, so check what the trial includes when you sign up.
Checked Oct 12, 2026 on Luma AI's pricing page. Prices change often, so confirm before you buy.
Luma AI pros and cons
What stands out
- Own video and image models built for consistent characters and brand style
- Commercial use from the cheapest plan
- Published credit cost tables per model and resolution
- Large credit allowances on higher plans
Watch out for
- Higher entry price than most rivals: $25/mo billed yearly, $30 monthly
- No free plan listed on the pricing page
- Agent usage limits are described as multipliers ('4x', '15x') rather than numbers
- Team pricing isn't published
Based on Luma AI's own pages, not hands-on testing.
What are the alternatives to Luma AI?
We list 3 other AI Video & Image tools: Higgsfield, Pika, Runway. Each one below shows its starting price and when you might pick it instead.
Higgsfield · Price not checkedChoose Higgsfield if you'd like a second option to compare for making videos and images.
Compared in
Luma AI FAQ
How much does Luma AI cost?
On 12 Oct 2026 Luma listed Plus at $30/mo or $300 a year, Pro at $90/mo or $900 a year and Ultra at $300/mo or $3,000 a year. Team and Enterprise are quoted by sales.
Is Dream Machine still Luma's product?
Luma's current homepage and pricing page don't mention Dream Machine. They present Luma as a creative agent built on the Ray3.2 video model and Uni-1 image model.
Can I use Luma AI videos commercially?
Yes on paid plans: the Plus plan lists commercial use, and Pro and Ultra include everything in Plus.
Sources and how we checked
- Official pricing page, checked Oct 12, 2026
- Official website
- Luma AI homepage, checked Oct 12, 2026