Serviceplan Group, Europe’s largest independent agency network, announced a strategic partnership with Luma AI that will embed generative AI capabilities into its global creative workflow. The collaboration, unveiled on Feb. 20, 2026, positions Serviceplan as the first of the world’s biggest agency groups to standardize AI for creative work at scale, a move that could reshape how multinational advertisers generate and deliver content.
The agreement makes Luma AI the official AI‑technology partner for Serviceplan, integrating its generative models into every stage of the agency’s value chain—from strategic planning and concept development to content creation and final delivery. By weaving AI directly into its production infrastructure, Serviceplan hopes to compress iteration cycles, increase output, and keep costs in check while handling the growing demand for personalized, multi‑channel campaigns.
Why the partnership matters
The advertising sector has been under pressure from digital transformation, performance‑marketing shifts, and an ever‑increasing appetite for high‑volume, tailored content. Agencies that can produce large quantities of creative assets quickly, without sacrificing quality, enjoy a clear competitive edge. Serviceplan’s “House of AI” initiative—an internal digital twin of its “House of Communication” model—aims to address exactly that challenge by mirroring the entire marcom ecosystem and then overlaying AI‑driven tools.
“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,” said Florian Haller, CEO of Serviceplan Group.
Scale and scope of the rollout
Serviceplan operates more than 43 locations worldwide and employs over 6,500 professionals. The new AI layer will be deployed across all these sites, meaning that teams in Munich, London, New York, Singapore and beyond will have access to the same generative tools. The company describes the effort as an “enterprise‑wide implementation,” a term that signals a systematic, organization‑wide shift rather than isolated pilots.
The partnership’s scope covers:
- Strategy and ideation: AI‑assisted brainstorming and data‑driven insight generation.
- Creative development: Generative models that can produce visual concepts, copy variations, and even short‑form video assets.
- Production and delivery: Automated rendering, format adaptation, and rapid A/B testing across channels.
By standardizing these capabilities, Serviceplan hopes to reduce the time‑to‑market for campaigns, especially those that require localized versions for different regions or languages.
Executive perspectives
Serviceplan’s Global Chief Creative Officer, Alexander Schill, emphasized the cultural shift the technology brings. “AI should amplify creativity, not standardize it,” he said. “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.”
Luma AI’s leadership echoed the significance of moving beyond experimentation. Amit Jain, Co‑Founder and CEO of Luma AI, noted, “Serviceplan Group is operationalizing 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 a competitive lens: “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.”
Industry context
The move aligns with a broader trend among ad tech firms and agencies that are transitioning from proof‑of‑concept projects to production‑grade AI pipelines. Companies such as Publicis Groupe and WPP have been testing generative tools, but few have announced a rollout that touches every office and function. Serviceplan’s approach could pressure rivals to accelerate their own AI integration plans, especially as advertisers demand higher volumes of personalized content across fragmented media landscapes.
Moreover, the partnership arrives at a time when AI‑related regulatory scrutiny is tightening. By committing to “consistent adoption and responsible deployment,” Serviceplan and Luma AI signal an awareness of compliance and ethical considerations—a factor that could become a differentiator when clients evaluate agency partners.
Potential business impact
If the rollout delivers on its promises, Serviceplan could see several tangible benefits:
- 1. Faster turnaround: AI‑generated drafts can reduce the initial concept phase from days to hours.
- 2. Higher throughput: Automated asset creation enables agencies to handle more campaigns simultaneously without proportional staff increases.
- 3. Cost efficiency: Scaling creative output without linear cost growth improves margin resilience in a market where pricing pressure is common.
- 4. Data‑driven creativity: AI can ingest performance metrics and suggest optimizations, tightening the feedback loop between audience response and creative iteration.
These advantages could translate into stronger pitch performance, higher client retention, and an expanded service offering that includes AI‑enhanced creative consulting.
Implementation and training
Luma AI will provide on‑site and remote training for Serviceplan’s global teams, ensuring that employees across all levels understand how to use the tools responsibly. The emphasis on training reflects an industry‑wide realization that technology alone does not guarantee success; skilled personnel are essential to harness AI’s potential while avoiding pitfalls such as bias or brand safety issues.
Challenges ahead
Despite the optimism, scaling AI across a multinational workforce is not without hurdles. Integrating new software with legacy production pipelines, aligning disparate data standards, and managing change resistance are common obstacles. Additionally, the need for ongoing model updates and the risk of generative outputs that miss brand guidelines could require robust oversight mechanisms.
Serviceplan’s leadership appears aware of these risks. The “House of AI” framework is designed to act as a governance layer, mirroring the existing “House of Communication” structure that already manages workflow, quality, and compliance across the network.
Get in touch with our Adtech experts
