Serviceplan Group has entered into a strategic alliance with Luma AI to integrate advanced artificial intelligence capabilities into its creative workflows worldwide.
As part of the collaboration, Luma AI will act as the group’s AI technology partner, embedding AI tools across strategy, creative development, content production, and campaign delivery. The move expands Serviceplan’s existing “House of AI” framework, which digitally mirrors its “House of Communication” model — an integrated marcom ecosystem spanning over 43 offices and more than 6,500 professionals globally.
Through deeper AI integration within its production systems, the agency network aims to shorten creative cycles, increase output capacity, and streamline execution across multi-market campaigns. The initiative is intended to improve speed-to-market, strengthen long-term competitiveness, and enable scalable growth without proportionate cost increases.
As brands increasingly require large volumes of personalised content across fragmented digital platforms, compressing production timelines while preserving creative quality has become critical. Serviceplan’s enterprise-wide AI adoption reflects a broader industry shift toward AI-enabled operating models that balance creativity, efficiency, and profitability.
Florian Haller, CEO, Serviceplan Group, said, “By integrating Luma AI’s capabilities as a powerful building block within our House of AI ecosystem, we are now able to create faster, smarter, and at greater scale. This partnership further enhances our capabilities across the value chain, ensuring that creativity, efficiency, and ROI work hand in hand,”
Alexander Schill, Global Chief Creative Officer of Serviceplan Group, added, “AI should amplify creativity, not standardise it. By integrating advanced AI into our workflow, we’re giving our teams the tools to explore more, test faster, and raise the bar creatively at global scale.”
From Luma AI’s side, leadership emphasised the operational significance of the partnership.
Amit Jain, Co-Founder and CEO of Luma AI, said, “Serviceplan Group is operationalising AI at a scale that directly impacts productivity economics. This partnership moves beyond experimentation and establishes AI as foundational infrastructure within a leading global agency group.”
Jason Day, Head of EMEA at Luma AI, added, “Competitive advantage in the agency sector will increasingly depend on how effectively AI is embedded into creative workflows. Serviceplan Group is setting a new benchmark for how large agency networks can translate AI adoption into measurable operational and financial strength.”
As part of the agreement, Luma AI will also provide training and implementation support to Serviceplan Group’s global teams to ensure responsible and consistent deployment.
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