Luma AI
Luma's web and iOS studio for Ray3.2 video, Uni image generation and agent workflows, sold as monthly credit plans from Plus upward.
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Best for agencies and filmmakers who want native 1080p, HDR or EXR output and are happy to pay from $30 a month for it. The trade-off is that there is no free plan and a 1080p clip costs 400 of Plus's 10,000 credits, where Flow's free tier or Pika's $10 Starter get a hobbyist further. Skip it if you want to experiment without paying, or if you need a mobile-first social tool.
What is Luma AI?
Luma AI is a Redwood City company whose Luma App generates video with its Ray3.2 model, images with Uni-1.1, and audio through ElevenLabs integrations, alongside third-party video models such as Seedance 2.0, Veo 3.1 and Kling 3.0. The app began life as Dream Machine and has been renamed Luma; the iPhone listing now carries the Luma name with Dream Machine in its history. Luma Agents sit on top, taking a brief and producing a sequence of research, generation and refinement steps across video, image, audio and text.
Clips are produced from text or an image at 360p to 1080p, in 5 or 10 second lengths, with video-to-video edits, reframing to new aspect ratios and extensions in 5 second blocks. Boards give an infinite canvas to group and annotate assets. The product runs in the browser at app.lumalabs.ai and on iPhone, and developers can call the same Ray3.2 and Uni-1.1 models through the Luma API with Python and JavaScript SDKs. Agencies, product teams and filmmakers are the users Luma names, usually working on short cinematic or product shots.
How we scored Luma AI
Capability is high for native 1080p, HDR and EXR plus agent workflows and third-party models. Ease of use is good but the agent layer and Boards take time to learn. Value is the weak point: no free plan, $30 entry and 400 credits per 1080p clip. Delivery loses points for the split between web credits and API billing and for app tiers that do not match the website.
Pros and cons
What we liked
- Ray3.2 outputs native 1080p with HDR and EXR options, which Pika, Hailuo and Flow's free tier do not offer.
- Luma Agents run a brief through research, generation and refinement across video, image, audio and text in one workspace.
- Modify Video, Reframe and Extend edit footage you already have, billed per second rather than as a full regeneration.
Where it falls short
- No free plan: the pricing page starts at $30 a month and signup gives only one-time trial credits.
- A 5 second 1080p Ray3.2 clip costs 400 credits, so the $30 Plus plan covers 25 of them a month.
- Web credits cannot be used on the API, and the iPhone app lists different tiers (Lite $9.99, Unlimited $94.99) from the web pricing page.
Key features
Luma AI pricing
No free plan on the pricing page; free trial credits are included once on signup. Plus $30/month (10,000 credits), Pro $90/month (40,000), Ultra $300/month (150,000); yearly billing $25, $75 and $250 a month. Team and Enterprise on request. Ray3.2 text or image to video costs 20/50/100/400 credits for 5 seconds at 360p/540p/720p/1080p, three times that for 10 seconds; HDR 2x, HDR plus EXR 3x. API is billed separately in dollars.
| Plan | Price | Who it is for |
|---|---|---|
| Plus | $30/mo | 10,000 credits a month, Luma and third-party models, guest collaborator editing, commercial use. $25/mo billed yearly ($300/year). |
| Pro | $90/mo | 40,000 credits a month, everything in Plus, 4x usage with Luma Agents. $75/mo billed yearly ($900/year). |
| Ultra | $300/mo | 150,000 credits a month, everything in Pro, 15x usage with Luma Agents. $250/mo billed yearly ($3,000/year). |
| Team | Contact us | Everything in the individual plans plus member management, shared credits, usage analytics and SSO. |
| Enterprise | Contact us | Everything in Team plus enterprise commitments, training and custom fine-tuning. |
Pricing reflects what we saw at time of review (2026-10). Always confirm current pricing on the tool's own site.
Who should use Luma AI?
A boutique agency delivering three or four polished 1080p product clips a week fits Plus or Pro: the credit cost is predictable, commercial use is included from Plus, and Modify Video means a client change does not mean a full regeneration. A post-production house that needs EXR or HDR masters for grading has few other options in this category. A developer building video generation into a product should look at the Luma API rather than the app, since web credits do not transfer.
A student or hobbyist with no budget should start on Google Flow, which gives 50 free credits a day, or Hailuo, which hands out daily credits; Luma gives only one-time trial credits. Someone making vertical social clips on a phone will find Pika's app and Hailuo's app built more for that.
Skip it if: Anyone who needs a free refilling allowance or a social-first mobile tool
Luma AI alternatives
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Frequently asked questions
Is Luma AI free?+
No ongoing free plan. Luma says free trial credits are included on signup, but the pricing page lists Plus at $30 a month as the first tier and gives no free credit amount.
How much does Luma AI cost?+
Plus $30/month for 10,000 credits, Pro $90/month for 40,000, Ultra $300/month for 150,000. Yearly billing drops those to $25, $75 and $250 a month. Team and Enterprise are quote-based.
How many videos do 10,000 credits make?+
A 5 second Ray3.2 clip costs 20 credits at 360p, 100 at 720p and 400 at 1080p. Plus therefore covers about 100 clips at 720p or 25 at 1080p a month, fewer with HDR, which doubles the cost.
Does Luma have an app?+
Yes, an iPhone app on the App Store (formerly Dream Machine, now Luma) requiring iOS 17 or later. There is no Android app listed on Luma's site.
What happened to Dream Machine?+
Luma's information page describes Dream Machine as an older name replaced by the Ray models and the Luma App. The current video model is Ray3.2, released June 2026.
Can I use the API with my subscription credits?+
No. The API is billed separately in dollars, for example $0.30 for a 5 second 720p Ray3.2 clip and $1.20 at 1080p, and web app credits do not transfer.
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