US-based Luma AI will establish a base in Riyadh to support HUMAIN Create and native Arabic AI development.
Luma AI, a US-based frontier artificial intelligence company, opens a dedicated office in Riyadh to accelerate HUMAIN Create, expand regional partnerships, and support Arabic-native AI development.
The Riyadh location will support the company’s collaboration with HUMAIN on what is said to be the world’s first Saudi-made, native Arabic-speaking foundational model. The model will be deployed through HUMAIN Create, the initiative’s generative AI platform.
Luma AI said the new office will serve as a regional hub for customer engagement, partnerships and advanced AI development. The company plans to hire locally across creative and technical roles in engineering, go-to-market, and forward deployment.
HUMAIN CEO Tareq Amin said the expansion is a step toward accelerating Arabic-native and culturally fluent AI systems for creators and brands. He said the collaboration is supported by frontier computing infrastructure through Project Halo, a planned 2GW AI supercluster under development in Saudi Arabia, which is expected to provide large-scale training and inference capacity for generative AI applications.
Under a separate agreement, Luma AI will also serve as Publicis Groupe’s Middle East preferred generative AI technology partner across the region. Publicis plans to integrate Luma’s generated video and multimodal AI tools into its creative and production workflows to support faster, localized campaign development.
