Saudi Arabia – Luma AI, a leading artificial intelligence company building multimodal AGI, has announced plans to open a dedicated office in Riyadh, Saudi Arabia. This significantly expands the company’s presence in the Middle East and further accelerates HUMAIN Create.
A leading global player, Luma AI is backed by HUMAIN, Andreessen Horowitz, Amazon, AMD Ventures, NVIDIA, Amplify Partners, Matrix Partners, and angels from the technology and entertainment sectors.
The company also announced a strategic partnership with Publicis Groupe Middle East, a regional leader in business transformation, communications and media, to support AI-driven advertising and creative production across MENA.
Luma AI’s Riyadh office deepens Luma AI’s partnership with HUMAIN and supports the continued development of the world’s first Saudi-built native Arabic foundation model, deployed through HUMAIN Create, HUMAIN’s generative AI initiative and platform that integrates advanced AI models, tools, and infrastructure. For Luma AI, this office will serve as a regional hub for client engagement, partnerships, and advanced AI development.
As part of the expansion, Luma AI plans to hire locally for a variety of roles, including AI and software engineers, go-to-market leaders, and forward-deployed creative and technical teams that will work directly with customers and partners in Saudi Arabia and across MENA.
Through HUMAIN Create, Luma AI’s models will be trained with Arabic language and regional data, enabling creators in the public and private sectors to deploy AI systems that reflect local languages, cultures, and creative backgrounds.
“Saudi Arabia is a natural home for our regional headquarters in MENA. Saudi Arabia has one of the most ambitious and technically talented workforces in the world,” said Amit Jain, CEO and co-founder of Luma AI. “Establishing a local office will allow Luma AI to work directly with the next generation of builders and creators to develop AI that is deeply connected to the regions we serve. We are proud to establish a presence in Riyadh as we look to deepen our partnership with HUMAIN and support the delivery of high-quality content.”
“This new office marks a major step forward in deepening our collaboration with Luma AI. Through HUMAIN Create, we will accelerate the development of native Arabic and culturally fluent AI systems, making them available to creators, brands and organizations across the region,” said Tarek Amin, CEO of HUMAIN.
“Our collaboration with Luma AI is supported by Frontier Computing through Project Halo, a large-scale 2GW AI supercluster under development in Saudi Arabia, providing frontier training and inference capabilities to power next-generation generative AI applications at scale. Together, we are redefining how intelligence, creativity, and scale come together in the next era of AI-driven content,” he added.
Luma AI Named Middle East Publicis Groupe’s Preferred Generative AI Technology Partner Across MENA
Additionally, Luma AI, in collaboration with HUMAIN, announced a strategic partnership with Publicis Groupe Middle East. This will see Luma AI serve as the group’s preferred generative AI technology partner across Saudi Arabia and the MENA region.
Through this partnership, Publicis Groupe Middle East will integrate Luma AI’s advanced generative video and multimodal AI technology into creative and production workflows, enabling brands to deliver faster, more personalized and culturally relevant advertising across markets and channels.
“This partnership reflects how we see the future of creativity in the region, where generative AI is not an add-on but built into the heart of how ideas are conceived, produced and scaled,” said Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey. “By partnering with Luma AI and HUMAIN, we will accelerate the transformation of our entire creative system, enabling our teams to deliver more ambitious, culturally-rooted and technically advanced work, and helping our clients achieve higher levels of creativity, relevance and impact across the region.”
“Advertising is entering a new era where creativity, intelligence and production converge,” said Jason Day, Head of EMEA at Luma AI.
“Partnering with Publicis Groupe Middle East and HUMAIN allows us to embed generated video and multimodal AI directly into the creative process, building an AI system that truly understands the region, while unlocking speed, scale and creative ambition for brands across MENA,” he added.
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