Luma (Dream Machine / Luma Agents)

Tool · this deep dive is built from the official pages of the platform itself and of the tools that support it.

Overview

Luma is an environment for producing video, built around "Luma Agents": the work is done by agents, not by separate buttons. By the tool's page they carry the matter from the idea to finished material — storyboards, campaigns, product shoots, short advertising clips with captions for each platform. Separately named are translation and voicing of video into other languages ("Translate and localize videos with natural voiceovers and synced visuals across languages"), "Stitch clips, add captions" and export of EXR.

The models declared are both its own — Ray3.2, Uni-1, Ray3.14 — and other people's: Veo 3.1, Kling 3.0, Seedance 2.0, Nano Banana, ElevenLabs Music v1 and others, that is, the tool works also as a shell over third-party models.

Which platforms it works with

Platforms for publishing the tool does not announce — and that while it directly promises clips "tailored for every platform". Not one platform is named by name; the fact is partial for that reason. What are announced are an API (a separate section in the site's table of contents), team workspaces with shared credits and "Export for Production" — export of EXR files, a format for further processing, not for uploading to a social network.

Pricing

All the prices are from the page, the currency is US dollars, the monthly values are shown for monthly payment. Plus — "$30 /month", "$300 billed yearly". Pro — "$90 /month", "$900 billed yearly". Ultra — "$300 /month", "$3,000 billed yearly". Team and Enterprise — "Contact us".

The annual sums are given next to the monthly ones: annual payment gives ten months instead of twelve. Above the table is "Save up to 20% with yearly" and a Monthly / Yearly switch.

What is free

Here there is a discrepancy between the shop window and the contract. In the pricing table there is no permanent free plan: the first is Plus at 30 dollars. But on the page there is a "Try for Free" button, that is, some free access exists; its volume, term and limits are not announced — the fact is partial for exactly that reason.

And the terms of use speak about free access directly: there is a separate mode "Free Use", and it forbids commercial application of what is created outside an active paid subscription. Trying free of charge is possible, working free of charge is not.

Restrictions

The unit of the limit is credits. Plus — "10,000 credits". Pro — "40,000 credits" and "4x usage with the Luma Agents". Ultra — "150,000 credits" and "15x usage with the Luma Agents": with the senior plans there grows not only the stock, but also the multiplier of the agents' work. With Plus there is announced "Edit access for guest collaborators", with Team — "Shared team credits".

What is not in the announced bounds at all: the length of a clip, the resolution and the number of simultaneous tasks. Everything is announced in credits, in minutes of video nothing — how many seconds will come out of ten thousand credits cannot be counted.

A separate restriction is marking, described from two sides. The tool's right: "Luma reserves the right… to embed watermarks, content credentials, provenance metadata, or other identifying information in or associated with Output"; removing and circumventing the marks is forbidden ("content credentials" is used, the abbreviation C2PA is not). The user's obligation: "If you use any Output that identifies or resembles a person, you will publicly identify that such Output was AI generated"; forbidden also is to "misrepresent… that Output is human-generated".

Rights to the output

The rights are transferred directly, but with a reservation that outweighs the transfer itself. The transfer: "Customer owns and retains all right, title, and interest in and to the Output and Luma hereby assigns to Customer all of Luma's right, title, and interest in and to the Output".

The reservation: the output may be used commercially "only… if the Outputs were produced during an active Subscription Term under Customer's paid subscription". Ownership is transferred, but commercial use is tied not to you but to the circumstances of the file's creation: a clip made on free access will remain yours after paying for a subscription too — but putting it to work under this condition is not allowed.

Two things are forbidden separately: "distribute, sell, or otherwise make available any Output through any marketplace or store not owned or operated by Luma" without such a subscription — and "use the Services or Output… to create, test, train, or otherwise develop any artificial intelligence or machine learning models".

Do they train on your data

They do train, and it is written outright; there is no opt-out. With paid use the licence to the tool is given among other things in order to "create, test, improve, train, or otherwise develop the artificial intelligence or machine learning models… used by Luma". The word "train" stands in the text directly. The term is a special one: the licence "will be perpetual and irrevocable with respect to any Input contained, incorporated, embodied, or otherwise reflected in Output" — perpetual and irrevocable with respect to everything entered that has gone into the output.

With free use it is wider: "During Free Use" the licence includes the right to "publicly display, publicly perform… reproduce, modify… create derivative works of, and distribute Input". That is, on free access the tool has the right not only to learn on your material but also to display it publicly.

A mechanism of opting out the terms do not describe — neither a switch, nor a reservation for particular plans, nor an exception for the API.

How you earn with it

Commercial use is tied to the circumstances in which the file was created. The terms transfer the rights: "Customer owns and retains all right, title, and interest in and to the Output". And right there they restrict them: the output may be used commercially "only… if the Outputs were produced during an active Subscription Term under Customer's paid subscription allowing for the commercial use of those Outputs".

This is worth reading literally. What matters is not whether you are paying now, but whether a subscription was in force at the moment the clip was made. Material created in "Free Use" mode stays yours, but under this condition it does not go into work — and paying for a subscription later does not mend that.

Two routes are closed separately. Selling through someone else's shopfront: it is forbidden to "distribute, sell, or otherwise make available any Output through any marketplace or store not owned or operated by Luma" without such a subscription. And selling the output as training material: it is forbidden to "use the Services or Output… to create, test, train, or otherwise develop any artificial intelligence or machine learning models".

What it will not do

It will not let you work free of charge for business: a permanent free plan is not in the table, and using commercially what is created in "Free Use" mode is forbidden. A clip made before a subscription will not become commercial, and selling the output on a third-party marketplace the tool will not permit either.

It will not permit training models on the output — and that while it itself learns on your material under a perpetual and irrevocable licence, and it will not offer an opt-out from this.

The length of a clip and the resolution it will not name in advance: in the announced bounds there are only credits. It will not publish to social networks itself and will not name platforms: the promise of clips "tailored for every platform" is given without a single name of a platform.

Verified data

The checked data this deep dive rests on.

About the platform

the "Luma Agents" environment: the agents carry the work from the concept to the finished material — storyboards, campaigns, product shoots, short advertising clips with captions for each platform, translation and voicing of video into other languages ("Translate and localize videos with natural voiceovers and synced visuals across languages"), assembling clips and captions ("Stitch clips, add captions"), EXR export for professional processing; its own models Ray3.2, Uni-1, Ray3.14 and third-party Veo 3.1, Kling 3.0, Seedance 2.0, Nano Banana, ElevenLabs Music v1 and others are announced

the pricing page and the home page are one and the same page of the site

source, checked 2026-08-04

Platforms

an API is announced (a separate "API" section in the site's table of contents), team workspaces with shared credits and "Export for Production" — export of EXR files; export directly to social networks is not announced, the clips are described as "tailored for every platform" without listing the platforms

the publishing platforms are not named by name

source, checked 2026-08-04

Pricing

Plus — "$30 /month", "$300 billed yearly"; Pro — "$90 /month", "$900 billed yearly"; Ultra — "$300 /month", "$3,000 billed yearly"; Team — "Contact us"; Enterprise — "Contact us"; above the table "Save up to 20% with yearly", a Monthly / Yearly switch

the currency is US dollars; the monthly figures are shown with monthly payment

source, checked 2026-08-04

$30 /month — the Plus plan on MONTHLY billing (10,000 credits, access to Luma and third-party models, commercial use); the same card states «$300 billed yearly». The next tiers: Pro $90 /month ($900 a year) and Ultra $300 /month ($3,000 a year); Team and Enterprise are «Contact us». The currency is USD

the address from the register, https://lumalabs.ai/dream-machine, now redirects to https://lumalabs.ai/app; the current pricing page was taken from the same host's sitemap. The monthly price is taken, as the brief requires

source, checked 2026-08-07

there is no permanent free plan in the pricing table: the first plan is Plus at 30 dollars a month; the page has a "Try for Free" button. The terms of use, however, separately describe "Free Use" and directly prohibit commercial use of what is created outside a valid paid subscription

free access exists, but its volume and limits are not announced on the pricing page

source, checked 2026-08-04

Limits and restrictions

the unit of the limit is credits: Plus — "10,000 credits", Pro — "40,000 credits" and "4x usage with the Luma Agents", Ultra — "150,000 credits" and "15x usage with the Luma Agents"; Plus additionally has "Edit access for guest collaborators", Team has "Shared team credits"; the length of a clip, the resolution and the number of concurrent jobs are not announced on the pricing page

everything is announced in credits, nothing in minutes of video

source, checked 2026-08-04

Restrictions

Two documents agree. Terms of Service §4.7: it is forbidden (a) to carry out or facilitate unlawful activity, including the exploitation of children and the development of weapons; (b) to «use the Services to generate pornographic or sexually explicit content»; (c) to deceive and abuse, namely to «create deepfakes or similarly deceptive Output», impersonate a person or organisation, «engage in political manipulation or spread misinformation or misleading information about any person, group, or entity», commit fraud, spam, harass, defame, discriminate on protected grounds, «sexualize children», «promote or incite violence or hatred» or create «psychologically harmful content»; (d) to pass the output off as human-made; (g) to use the service or the output to train someone else's AI models. The Content Moderation Policy (rev. 23 April 2026) repeats: «No NSFW Content», «No Harmful Content», «Respectful and Inclusive», «Legal and Ethical», «Intellectual Property», and adds «Accounts that accumulate NSFW moderation triggers will be blocked». On medicine, the ToS warn outright that the output «does not constitute legal, medical, financial, psychological, or other professional advice». POLITICS is forbidden not wholesale but in the form of manipulation and disinformation

the second source is https://lumalabs.ai/legal/content-moderation-policy; it also describes the appeal procedure through support@lumalabs.ai and a caveat about the right not to refund money on a moderation block

source, checked 2026-08-07

Legal

the terms: "Customer owns and retains all right, title, and interest in and to the Output and Luma hereby assigns to Customer all of Luma’s right, title, and interest in and to the Output", but with the caveat "Customer acknowledges and agrees that it can only use the Outputs for commercial purposes if the Outputs were produced during an active Subscription Term under Customer’s paid subscription allowing for the commercial use of those Outputs"; separately it is prohibited to "distribute, sell, or otherwise make available any Output through any marketplace or store not owned or operated by Luma" without such a subscription and to "use the Services or Output… to create, test, train, or otherwise develop any artificial intelligence or machine learning models"

what is created without a paid subscription cannot be used commercially, although the rights to it have formally been transferred

source, checked 2026-08-04

the terms directly permit training on what is entered and created: with paid use the licence is given, among other things, in order to "create, test, improve, train, or otherwise develop the artificial intelligence or machine learning models, systems, architecture, weights, or related technology used by Luma", and "will be perpetual and irrevocable with respect to any Input contained, incorporated, embodied, or otherwise reflected in Output"; with free use ("During Free Use") the licence expands to the right to "publicly display, publicly perform… reproduce, modify… create derivative works of, and distribute Input"; the terms describe no opt-out from training

no opt-out is provided for; on free access the tool is also entitled to display publicly what has been uploaded

source, checked 2026-08-04

the terms: "Luma reserves the right, in its sole discretion and without prior notice, to embed watermarks, content credentials, provenance metadata, or other identifying information in or associated with Output, including as may be required by applicable Laws", removing or circumventing them is prohibited; the duty to label is placed on the user: "If you use any Output that identifies or resembles a person, you will publicly identify that such Output was AI generated"; separately it is prohibited to "misrepresent (1) the source of any Output or (2) that Output is human-generated"

the expression "content credentials" is used, but the abbreviation C2PA does not occur in the text

source, checked 2026-08-04

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