Publicis Groupe Middle East is partnering with Luma AI and HUMAIN Create to embed generative AI into advertising, creative production, and regional workflows across Saudi Arabia and the broader MENA region.

Riyadh will function as a regional hub for client engagement and advanced AI development, with models trained specifically on Arabic language and regional data to reflect local language, culture, and context.

Amit Jain, CEO and Co-Founder of Luma AI, notes that Saudi Arabia is a natural base for the regional headquarters and emphasizes deep regional collaboration and the creation of high-quality, locally connected AI content.

Luma AI is known for Dream Machine, its platform for generating professional-grade video and images, and Ray3, a 2025 release described as a reasoning video model for physically accurate visuals.

HUMAIN is a PIF-backed global AI company delivering full-stack capabilities, including Arabic LLMs, advanced infrastructure, and sector-specific AI solutions.

The initiative will leverage frontier compute through Project Halo, a 2GW AI supercluster under development in Saudi Arabia, to power training and inference for next-generation AI applications at scale.

Supported by Project Halo, HUMAIN Create will provide the infrastructure for training and inference to scale next-generation generative AI applications.

Luma AI’s models under HUMAIN Create will be trained on Arabic language and regional data to reflect local language, culture, and creative context for creators in both public and private sectors.

The release emphasizes regional leadership, Arabic language alignment, and the integration of AI into advertising to accelerate creativity and efficiency across the MENA region.