Shown here: Amit Jain, CEO and Co-Founder of Luma AI. Luma AI today announced the opening of a dedicated office in Riyadh, Saudi Arabia. This significantly expands the company’s presence in the Middle East and accelerates HUMAIN Create. The company also announced a strategic partnership with Publicis Groupe Middle East, a regional leader in business transformation, communications and media, to support AI-driven advertising and creative production across MENA.
Pictured is Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey. Luma AI today announced the opening of a dedicated office in Riyadh, Saudi Arabia. This significantly expands the company’s presence in the Middle East and accelerates HUMAIN Create. The company also announced a strategic partnership with Publicis Groupe Middle East, a regional leader in business transformation, communications and media, to support AI-driven advertising and creative production across MENA.
Shown here is Tareq Amin, CEO of HUMAIN. Luma AI today announced the opening of a dedicated office in Riyadh, Saudi Arabia. This significantly expands the company’s presence in the Middle East and accelerates HUMAIN Create. The company also announced a strategic partnership with Publicis Groupe Middle East, a regional leader in business transformation, communications and media, to support AI-driven advertising and creative production across MENA.
Publicis has appointed Luma AI as its preferred AI creative partner across the MENA region, supporting clients and native Arabic AI development through HUMAIN Create in its new Saudi office.
Riyadh, Saudi Arabia, February 11, 2026–(BUSINESS WIRE)–Luma AI, a frontier artificial intelligence company building multimodal AGI, today announced the opening of a dedicated office in Riyadh, Saudi Arabia, significantly expanding the company’s presence in the Middle East and further accelerating HUMAIN Create. The company also announced a strategic partnership with Publicis Groupe Middle East, a regional leader in business transformation, communications and media, to support AI-driven advertising and creative production across MENA.
Riyadh office supports clients, partnerships and Arabic AI development
Luma AI’s Riyadh office deepens Luma AI’s partnership with HUMAIN and supports the continued development of the world’s first Saudi-built native Arabic foundation model, deployed through HUMAIN Create, HUMAIN’s generative AI initiative and platform that integrates advanced AI models, tools, and infrastructure. For Luma AI, this office will serve as a regional hub for client engagement, partnerships, and advanced AI development.
Through HUMAIN Create, Luma AI’s models will be trained with Arabic language and regional data, enabling creators in the public and private sectors to deploy AI systems that reflect local languages, cultures, and creative backgrounds.
As part of the expansion, Luma AI plans to hire locally for a variety of roles, including AI and software engineers, go-to-market leaders, and forward-deployed creative and technical teams working directly with customers and partners in Saudi Arabia and across MENA.
“Saudi Arabia is a natural home for our regional headquarters in MENA. Saudi Arabia has one of the most ambitious and technically talented workforces in the world,” said Amit Jain, CEO and co-founder of Luma AI. “Establishing a local office will allow Luma AI to work directly with this next generation of builders and creators, developing AI that is deeply connected to the regions it serves. We are proud to establish a presence in Riyadh as we aim to deepen our partnership with HUMAIN and support the delivery of high-quality content.”
“This new office marks a major step forward in deepening our collaboration with Luma AI. Through HUMAIN Create, we will accelerate the development of native Arabic and culturally fluent AI systems, making them available to creators, brands, and organizations across the region,” said Tarek Amin, CEO of HUMAIN. “Our collaboration with Luma AI is supported by Frontier Computing through Project Halo, a large-scale 2GW AI supercluster under development in Saudi Arabia, providing frontier training and inference capabilities to power next-generation generative AI applications at scale. Together, we are redefining how intelligence, creativity, and scale come together in the next era of AI-driven content.”
Luma AI Named Middle East Publicis Groupe’s Preferred Generative AI Technology Partner Across MENA
Additionally, Luma AI, in collaboration with HUMAIN, announced a strategic partnership with Publicis Groupe Middle East. This will see Luma AI serve as the group’s preferred generative AI technology partner across Saudi Arabia and the MENA region.
Through this partnership, Publicis Groupe Middle East will integrate Luma AI’s advanced generative video and multimodal AI technology into creative and production workflows, enabling brands to deliver faster, more personalized and culturally relevant advertising across markets and channels.
“This partnership reflects how we see the future of creativity in the region, where generative AI is built into the heart of how ideas are conceived, produced and scaled, rather than an add-on,” said Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey. “By partnering with Luma AI and HUMAIN, we will accelerate the transformation of our entire creative system, enabling our teams to deliver more ambitious, culturally-rooted and technically advanced work, and helping our clients achieve higher levels of creativity, relevance and impact across the region.”
“Advertising is entering a new era where creativity, intelligence and production converge,” said Jason Day, Head of EMEA at Luma AI. “By partnering with Publicis Groupe Middle East and HUMAIN, we can embed generative video and multimodal AI directly into the creative process, unlocking speed, scale and creative ambition for brands across MENA, while building an AI system that truly understands the region.”
About Luma AI
Luma AI is building multimodal general intelligence that can generate, understand, and operate in the physical world. Its flagship platform, Dream Machine, enables creators anywhere to produce professional-quality videos and images. In 2025, Luma released Ray3, the world’s first inferential video model capable of creating physically accurate videos, animations, and visuals. Luma’s models are used by leading entertainment studios, advertising agencies, and technology partners around the world, including Adobe and AWS, and are available via subscription or API. The company is backed by HUMAIN, Andreessen Horowitz, Amazon, AMD Ventures, NVIDIA, Amplify Partners, Matrix Partners, and angels from the technology and entertainment sectors.
About Publicis Groupe Middle East and Türkiye
Publicis Groupe Middle East & Turkey (ME&T) is a regional leader in communications, media, marketing and digital business transformation. Through its world-class brands and ability to design, build and orchestrate end-to-end solutions, Publicis Groupe ME&T is uniquely positioned to help clients unlock growth in a world of platforms through the intersection of data, creativity, media and technology. Headquartered in Dubai, United Arab Emirates, and present in eight markets across the Middle East and North Africa, Publicis Groupe ME&T brings together 3,600 people with expertise in data, technology, media, strategy, creativity and business transformation.
About Human
HUMAIN, a PIF company, is a global artificial intelligence company offering full-stack AI capabilities across four core areas: next-generation data centers, next-generation data centers, and data centers. Hyper-performance infrastructure and cloud platforms. Advanced AI models, including some of the world’s most advanced Arabic large-scale language models developed in the Arab world. and innovative AI solutions that combine deep sector insights with real-world execution.
HUMAIN’s end-to-end model serves organizations in both the public and private sectors, unlocking value across industries, driving digital transformation, and enhancing capabilities through human-AI collaboration. With a growing portfolio of sector-specific AI products and a core mission focused on intellectual property development and global talent leadership, HUMAIN is designed for global competitiveness and technological excellence.
Forward-looking statements:
This press release contains forward-looking statements that are based on current expectations and assumptions. Actual results may differ materially due to various risks and uncertainties. HUMAIN undertakes no obligation to update these statements.
View source version on businesswire.com. https://www.businesswire.com/news/home/20260211414692/ja/
contact address
Peter Vinazeski Luma AI peter@lumalabs.ai
Hana Nemec human pr@humain.com
angela back public relations angela.bak@publicisgroupe.com
