From left, Alexander Schill, Jason Day, Amit Jain, Florian HallerServiceplan Group has revealed a strategic partnership with Luma AI to deploy AI for creative work across the agency group’s global operations.
Under the agreement, Luma AI will serve as Serviceplan Group’s AI technology partner, embedding AI for creative work into professional workflows spanning strategy, creative development, content production, and delivery.
Serviceplan Group, a partner-led agency network, operates more than 43 locations worldwide and employs more than 6,500 professionals across its integrated “House of Communication” model.
With “House of AI” the agency group built a digital twin of their established marcom ecosystem mirroring every aspect of the entire value chain.
By further integrating AI directly into its production infrastructure, Serviceplan Group aims to accelerate iteration cycles, increase creative throughput, and enhance operational efficiency across multi-market campaigns.
The initiative is designed to enhance speed to market, build long-term competitive resilience for clients and the entire organisation, and enable greater scalability without linear cost growth.
As brands demand higher volumes of personalised content delivered across increasingly fragmented channels, the ability to compress production timelines while maintaining quality has become a critical competitive advantage.
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.”
The advertising industry continues to face margin pressure driven by digital transformation, performance marketing shifts, and rising content demands.
Serviceplan Group’s enterprise-wide implementation reflects a broader shift toward AI-enabled operating models designed to protect profitability while expanding creative capability.
“Serviceplan Group is operationalising AI at a scale that directly impacts productivity economics,” said Amit Jain, Co-Founder and CEO of Luma AI. “This partnership moves beyond experimentation and establishes AI as foundational infrastructure within a leading global agency group.”
“Competitive advantage in the agency sector will increasingly depend on how effectively AI is embedded into creative workflows,” added Jason Day, Head of EMEA at Luma AI. “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 partnership, Luma AI will provide implementation support and training across Serviceplan Group’s global teams to ensure consistent adoption and responsible deployment.
