Artificial intelligence startup Luma has launched a new set of agents, computer-generated assistants that the company says will boost creative projects in text, image, video and audio.

The rollout of Luma Agents was the centerpiece of an event hosted by the company in San Francisco. While the agentic tool will have broad application across advertising, publishing, podcasting and other areas, film and television production can also benefit, the company believes. Among the speakers at Thursday’s event was Jon Erwin, a producer and director at The Wonder Project, the entity behind AI-driven Biblical drama House of David, which streams on Prime Video.

Luma said the new product is aimed at agencies, marketing teams, studios and enterprise organizations “who aspire to scale creative output without sacrificing quality.” The agents remain involved from initial brief to final delivery, enabling iterations and revisions within a unified system.

“Creative work has never lacked ambition, it’s lacked execution capacity,” Luma co-founder and CEO Amit Jain said in a statement. “Creative teams shouldn’t have to spend their time orchestrating tools. They should spend it creating. Agents aren’t shortcuts. They’re collaborators that maintain context, coordinate execution, and advance projects so teams can focus on taste, direction, and strategy.”

Luma designed the agent setup in response to the hodge-podge of different models and tools that get stitched together as part of the creative process.

A few clients have already started working with Luma Agents. Publicis Groupe Middle East and Serviceplan Group are using them in projects spanning strategy, creative development, and production.

Luma has grown quickly as demand for AI in the media and entertainment sector has increased. Last November, the company raised $900 million, saying it planned to use the funds to build a “supercluster” data center in Saudi Arabia. Based in Palo Alto, CA, Luma has backing from Saudi Private Investment Fund subsidiary Humain, Andreessen Horowitz, AWS, AMD Ventures, Nvidia, Amplify Partners and Matrix Partners.

The reveal of Luma Agents came on a noteworthy day for AI in Hollywood. Earlier Thursday, Netflix and Ben Affleck announced a deal for the star’s emerging AI firm InterPositive to be acquired by the streaming giant.