Publicis Groupe Middle East has named Luma AI as its generative AI partner, collaborating with HUMAIN Create to embed GenAI across creative and production workflows.The integration introduces generative video and multimodal AI capabilities into campaigns across Saudi Arabia and the wider MENA region, enabling faster execution, deeper personalisation, and culturally fluent storytelling. The partnership is being driven by regional leadership alongside Luma AI executives, signalling long-term strategic alignment rather than pilot experimentation.
The move also marks Luma AI’s expansion into Riyadh, strengthening collaboration with HUMAIN under Project Halo’s 2GW AI supercluster aimed at accelerating Arabic-native AI model development and regional compute infrastructure.
Strategically, this signals a shift from AI as a creative tool to AI as foundational infrastructure within agency ecosystems. As GenAI matures, partnerships like this may redefine how speed, scale, and localisation converge in modern brand-building.
Overall, the announcement underscores how the MENA region is positioning itself at the forefront of AI-powered creative transformation, blending infrastructure, language-native models, and agency integration.
