Luma's Ad Variants turns one static ad into five sizes

Luma launched Ad Variants on October 1, 2026, a tool that takes one approved static ad and automatically rebuilds it into every size and language a campaign needs, according to the company's announcement. Any Luma user can access it now.

The workflow is five steps: upload a single approved master ad, pick formats, pick languages, preview and regenerate anything that is off, then ship the finals. Luma names five standard placements in the first release: Story 9:16, Portrait 4:5, Square 1:1, Medium Rectangle 6:5 and Widescreen 16:9. The logo, headline and CTA stay fixed while the layout and copy resize and translate around them, and finished sets can be downloaded or exported straight to a Luma Canvas board for team review.

Luma pitches the tool at agency and brand teams who already have one approved ad and need it running across placements and markets without rebuilding each version by hand. The announcement gives one example combination, pulling 1:1 English, 1:1 Spanish, 9:16 English and 9:16 Spanish versions from a single master in one pass. The post says this first release covers static ads, resizing and translation, and that "more is on the way," without naming what that includes.

Neither the announcement nor Luma's pricing page states a separate charge for Ad Variants. Luma's individual plans run on a shared credit system: Plus costs $30 a month for 10,000 credits and commercial use rights, Pro is $90 for 40,000 credits, and Ultra is $300 for 150,000 credits, with Team and Enterprise plans sold separately by contacting sales.

Luma shipped the feature the same day a competitor moved on the same problem from a different angle. Higgsfield's Ads Studio, also published October 1, builds static ads from a brand kit and product photos rather than resizing an existing master, generating up to 20 variations per product at 4 credits per ad. Higgsfield's own FAQ says Ads Studio does not generate video ads and points video work to its separate Marketing Studio product, the same static-only limit Luma's first Variants release carries.

Ad Variants is live now inside Luma's app: open the Discover tab and select the Ad Variants card. It requires a Luma account on a paid plan, which starts at $30 a month for Plus.