The Palo Alto-based AI powerhouse behind Dream Machine is making its boldest move yet — launching its first international headquarters in London and appointing advertising veteran Jason Day as Head of EMEA.
Luma AI, the company rapidly becoming the creative industry’s favorite generative AI tool, has officially opened its first office outside the United States in the heart of London. The move comes just weeks after closing a massive $900 million Series C round led by HUMAIN and signals the start of an aggressive international rollout targeting the UK, European Union, and Saudi Arabia.
Why London? Why Now?
As creative production decentralizes from Hollywood and New York toward new hubs in London, Munich, Dubai, and Riyadh, Luma AI is planting its flag where the action is moving.
“Creative economies are no longer concentrated in a few cities — they’re exploding everywhere,” said Amit Jain, CEO and co-founder of Luma AIbev. “To build AI that truly serves global creators, we need to be in their markets, speak their languages, and understand their workflows. London is the perfect launchpad.”
The UK capital remains the undisputed center of global advertising, home to holding companies like WPP, Publicis, and Omnicom, plus a booming gaming and entertainment scene. It’s also perfectly positioned between North America, Europe, and the Middle East.
Jason Day: The Perfect Leader for Global Creative AI
To spearhead the expansion, Luma AI recruited Jason Day — one of the advertising world’s most respected international growth leaders.
Day joins from Monks (formerly MediaMonks), where he was Executive Vice President of Global Growth, and previously held senior roles at WPP, including Global Business Director. An Oxford Saïd MBA graduate, Day has spent 15+ years scaling creative and technology businesses across EMEA and Asia.
Caroline Ingeborn, COO of Luma AI, said: “Jason has built and scaled teams in exactly the markets we’re entering — London, Munich, Riyadh. He speaks the language of agencies, brands, and studios. There’s no one better to put Luma’s creative AI directly into the hands of the world’s marketers and storytellers.”
Day himself is bullish: “The creative industries in EMEA and the Middle East are investing billions into new studios, VFX houses, and gaming ecosystems. They need AI that accelerates production without sacrificing quality. Luma’s multimodal models — especially the new Ray3 reasoning video engine — are years ahead. This is the moment to bring them to the world.”
200 New London Jobs in 2026 (and Many More After)
Luma AI plans to hire 200 people in London throughout 2026 across:
- AI Research & Engineering
- Partnerships & Business Development
- Customer Success & Creative Strategy
- Strategic Operations
By 2028, the company expects to have major presences across the UK, continental Europe, and Saudi Arabia as new AI-powered workflows take hold in advertising, gaming, film, and branded content.
Backed by $900M and a 2-Gigawatt Supercluster
The international push is fueled by Luma’s recent $900 million Series C — one of the largest rounds ever for a creative AI company — led by HUMAIN.
As part of that partnership, Luma and HUMAIN are co-building Project Halo, a 2-gigawatt AI supercluster dedicated to training frontier multimodal “World Models” that will power everything from hyper-realistic video generation to AI-assisted simulation and design.
What This Means for the Creative Industry
For agencies, brands, and studios outside the U.S., Luma AI is no longer “that cool tool from California.” It’s now a local partner with boots on the ground, ready to co-develop the next generation of AI-native production pipelines.
From Soho to Riyadh, the message is clear: the future of creative AI isn’t just being built in Silicon Valley anymore — it’s coming to you.
