“Create Mode”: the assistant makes it for you
You describe the result you want in your own words. The assistant picks the right model, starts the generation, and chains image, video, audio, and text while keeping track of the project.
AI tools · Image, video, audio
Luma pricing, use cases, and first steps
Luma is an online creative studio, long known as Dream Machine. The site is now called “Luma Agents”: you describe your project to an assistant, and it picks the models on its own and makes images, videos, and audio on a large board. Its in-house video model is called Ray 3.2.
Luma has a free plan. The recommended plan to start with: Plus, $30 per month, or $25 per month billed yearly ($300). Prices checked on October 3, 2026 on the vendor’s official page.
LumaA creative assistant that makes videos, images, and audio- Vendor
- Luma AI (United States)
- Free plan
- Yes
- Recommended plan
- Plus, $30 per month, or $25 per month billed yearly ($300)
- Page checked on
- October 3, 2026
What Luma does
Who it’s for: marketing, communications, and creative teams that produce campaigns with several visuals and videos that must stay consistent.
“Brainstorm Mode”: think before you spend
In this mode, the assistant helps you sharpen the idea, the character, the flow of a campaign. No media is generated. You go into production with a clear plan.
The shared board
The board has no edges and can be zoomed. You organize your tests in frames and annotate with text, arrows, and notes. You share it by link or by email invitation, as a “Viewer” (read-only) or an “Editor.”
Also
- Video with Ray 3.2
- Keep the same product and logo everywhere
- Images with Uni-1
- Voice, music, and sound effects
- “Luma Variants”: adapt an ad
Luma pricing
Prices published in dollars. We did not find the credit cost of a video on the pages we read. A generation that fails is not charged, but a result you reject is. The iPhone app sells its own plans (Lite at €9.99, Plus at €34.99, Unlimited at €99.99), which do not match the plans on the site.
| Plan | Price | Who it’s for |
|---|---|---|
| Plus Recommended to start | $30 per month, or $25 per month billed yearly ($300) | One person, regular use |
| Pro | $90 per month, or $75 per month billed yearly ($900) | Frequent production |
| Ultra | $300 per month, or $250 per month billed yearly ($3,000) | Heavy production |
| Team | Custom pricing | Teams |
| Enterprise | Custom pricing | Large organizations |
What the free plan includes
The site shows a “Try for free” button, but the pricing page does not describe any free plan and does not say how many credits the trial gives. What you create without a paid subscription cannot be used commercially.
Nova’s advice
Luma is expensive for occasional use: $30 per month at minimum. Start with the trial offered on the site and work in “Brainstorm Mode” and in draft quality. Take the Plus plan only if you produce visuals or videos every week.
A first try, in 15 minutes
Your data. Luma reserves the right to use your content to train its AI, and its policy does not describe a setting to opt out.
What it does less well
- The interface is in English, on the web and on iPhone.
- No free plan is described on the pricing page, and the first paid plan costs $30 per month.
Plan, then make, a 5-second shot for a productLuma- Create a board, then import a photo of your product with the + button.
- Switch to “Brainstorm Mode” and paste the prompt below. The assistant suggests directions without generating anything.
- Choose a direction and ask it to summarize what it understood before producing.
- Switch to “Create Mode.” Ask first for a still image of the scene: it’s faster to correct than a video.
- When the image is right, ask for a single 5-second video from that image, in draft quality.
- Happy with the motion? Then ask for the final version in 1080p.
The prompt to copy
I’m preparing a short video to present this product on LinkedIn. Suggest three ideas for a 5-second shot that are simple to make, with the setting, the lighting, and the camera movement. Don’t generate anything yet.
Alternatives to Luma
Runway
A video studio with more editing tools, and a few free credits to try it.
Google Flow
Google’s video studio, with free credits every day.
Pika
Small ready-to-use apps, with cheaper subscriptions.
Higgsfield
Another studio focused on advertising videos and visuals, with no filming.
Krea
If you mostly want images, with a daily free allowance.
Frequently asked questions about Luma
How much does Luma cost?
Plus: $30 per month, or $25 per month billed yearly ($300); Pro: $90 per month, or $75 per month billed yearly ($900); Ultra: $300 per month, or $250 per month billed yearly ($3,000); Team: custom pricing; Enterprise: custom pricing. Prices checked on October 3, 2026 on the vendor’s official page.
Can you use Luma for free?
Yes. The site shows a “Try for free” button, but the pricing page does not describe any free plan and does not say how many credits the trial gives. What you create without a paid subscription cannot be used commercially.
What happens to my data with Luma?
Luma reserves the right to use your content to train its AI, and its policy does not describe a setting to opt out.
What are the alternatives to Luma?
Runway: A video studio with more editing tools, and a few free credits to try it. Google Flow: Google’s video studio, with free credits every day. Pika: Small ready-to-use apps, with cheaper subscriptions. Higgsfield: Another studio focused on advertising videos and visuals, with no filming. Krea: If you mostly want images, with a daily free allowance.
Official pages consulted
Page checked on October 3, 2026. Brands are named to identify the tools. No affiliation.