RIYADH
Fri, 13 Feb 2026
Luma AI has announced plans to open a dedicated office in Riyadh as part of its expansion strategy in the Middle East, reinforcing its collaboration with HUMAIN and supporting the advancement of HUMAIN Create, a generative AI platform focused on regional innovation.
The move marks a significant step in Luma AI’s regional growth, positioning Saudi Arabia as a hub for advanced artificial intelligence development, client engagement, and strategic partnerships across the MENA region. The Riyadh office will support ongoing efforts to develop Arabic-native AI systems, including foundation models designed to reflect regional language, culture, and creative context.
Backed by leading global investors and technology partners, Luma AI aims to strengthen its presence by hiring local talent across AI engineering, software development, go-to-market roles, and creative and technical teams working directly with customers and partners. The expansion aligns with Saudi Arabia’s broader ambitions to develop advanced AI capabilities and foster innovation-led economic growth.
Through HUMAIN Create, Luma AI’s models will be trained on Arabic data sets to enable organizations, creators, and enterprises to adopt AI tools tailored to regional needs. The initiative is supported by large-scale computing infrastructure, including Project Halo, a 2GW AI supercluster under development in Saudi Arabia, which is expected to provide significant training and inference capacity for next-generation AI applications.
In parallel, Luma AI has entered into a strategic partnership with Publicis Groupe Middle East, under which it will serve as the preferred generative AI technology partner for the group across Saudi Arabia and the wider MENA region. The collaboration will integrate Luma AI’s multimodal and generative video technologies into creative and production workflows, enabling brands to deliver faster, more personalized, and culturally relevant advertising experiences.
The partnership reflects the growing convergence of artificial intelligence and creative production, where generative technologies are increasingly embedded within marketing, media, and content development processes. By combining AI capabilities with regional expertise, the collaboration aims to unlock new levels of creativity, efficiency, and scalability for brands operating across the Middle East.
