Serviceplan Group deploys creative ai across global operations in partnership with Luma AI

Palo Alto, California and Munich, February 24, 2026 – Serviceplan Group has announced a strategic partnership with Luma AI to implement artificial intelligence in the creative workflow across the Group’s global operations.
Under the agreement, Luma AI will serve as Serviceplan Group’s AI technology partner, integrating AI solutions into its integrated processes, including strategy, creative development, content production and delivery. This implementation marks a significant milestone for Serviceplan Group, making it the first major communications group to standardize the use of AI for creative work at scale.

Serviceplan Group, Europe’s largest independent agency, operates in more than 43 locations worldwide with over 6,500 professionals within its integrated “House of Communication” model. With the “House of AI,” the Group has built a digital twin of its communication ecosystem, replicating every phase of the value chain. By further integrating AI directly into the production infrastructure, Serviceplan Group aims to accelerate iteration cycles, increase creative volume, and enhance operational efficiency across multi-market campaigns.

The initiative is designed to speed up go-to-market, strengthen long-term competitiveness for clients and for the organization as a whole. As brands require increasingly large volumes of personalized content distributed across fragmented channels, the ability to compress production timelines while maintaining high quality has become a critical competitive advantage.

“By integrating Luma AI’s capabilities as a core component of our House of AI ecosystem, we can now create faster, smarter, and at greater scale. This partnership further strengthens our capabilities across the entire value chain, ensuring that creativity, efficiency, and ROI work hand in hand,” said Florian Haller, CEO of Serviceplan Group.

“AI should amplify creativity, not standardize it,” said Alexander Schill, Global Chief Creative Officer of Serviceplan Group. “By embedding advanced AI into our workflow, we are giving our teams the tools to explore more, test faster, and raise the creative bar on a global scale.”

“Serviceplan Group is taking AI to an operational level that directly impacts productivity economics,” said Amit Jain, Co-Founder and CEO of Luma AI. “This partnership goes beyond the experimental phase and establishes AI as a foundational infrastructure within a major global communications group.”

“Competitive advantage in the agency landscape will increasingly depend on how effectively AI is integrated into creative workflows,” added Jason Day, Head of EMEA at Luma AI. “Serviceplan Group is setting a new benchmark for how large networks can translate AI adoption into measurable operational and financial strength.”

As part of the partnership, Luma AI will provide implementation support and training to Serviceplan Group’s global teams to ensure consistent adoption and responsible use of the technology.

About Luma AI

Luma AI is building multimodal general intelligence that can generate, understand, and operate in the physical world. Its flagship platform, Dream Machine, enables creatives everywhere to generate professional-grade video and images. In 2025, Luma released Ray3, the world’s first reasoning video model capable of creating physically accurate videos, animations, and visuals. Luma’s models are used by leading entertainment studios, advertising agencies, and technology partners worldwide, including Adobe and AWS, and are available via subscription or API. The company is backed by HUMAIN, Andreessen Horowitz, Amazon, AMD Ventures, NVIDIA, Amplify Partners, Matrix Partners, and angels from across technology and entertainment.

About Serviceplan Group

Serviceplan Group is the largest independent, partner-led agency group in Europe. Founded in 1970 as a classic advertising agency, Serviceplan quickly developed the concept of the “House of Communication” - the fully integrated agency model that combines all modern communication disciplines from the areas of creative and content, media and data, and experience and commerce under one roof: brand strategists, creatives, experience designers, media, marketing technology and CRM experts, data scientists, market researchers, PR consultants and sales professionals. With 43 of its own locations and additional partnerships, the Serviceplan Group is represented in a total of 24 countries worldwide and in all major economic areas. The precise interaction of the three agency brands Serviceplan, Mediaplus and Plan.Net makes the Serviceplan Group the leading agency group for innovative communication.