Silicon Valley-based AI company Luma AI Feb. 9 announced it will open a dedicated office in Riyadh, Saudi Arabia, to expand its presence in the Middle East and further the development of HUMAIN Create, a venture with Saudi AI company HUMAIN focused on leveraging AI in the development of video games, film and advertising.
Luma AI also announced a strategic partnership with Publicis Groupe Middle East, in collaboration with HUMAIN, under which Luma AI will serve as the preferred generative AI technology partner for the Groupe across Saudi Arabia and the wider MENA region.
Luma AI’s Riyadh office will deepen its partnership with HUMAIN and support ongoing development of the world’s first Saudi-built, Arabic-native foundation model. HUMAIN is a Saudi AI company established in 2025 to develop AI capabilities through next-generation data centers, advanced AI models and cloud platforms.
For Luma AI, the new office will serve as a regional hub for client engagement, partnerships and advanced AI development.
“Saudi Arabia is the natural home for our regional headquarters in MENA,” Amit Jain, CEO and co-founder of Luma AI, said in a statement. “Establishing a local office allows Luma AI to work directly with this next generation of builders and creators, while developing AI that is deeply connected to the region it serves.”
Tareq Amin, CEO of HUMAIN, said the new office will help accelerate the development of HUMAIN Create. “This new office marks a major step forward in deepening our collaboration with Luma AI,” Amin said in a statement. “Through HUMAIN Create, we are accelerating the development of Arabic-native, culturally fluent AI systems that enable creators, brands, and organizations across the region.”
HUMAIN and Luma AI launched HUMAIN Create in 2025 to develop advanced video generation models and leverage them through gaming, movies, entertainment and advertising. As part of that effort, Luma AI in July 2025 opened an office in Los Angeles called Dream Lab LA to extends its mission to the entertainment industry and train filmmakers on how to use its AI models.
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