Craft vs Luma AI
Luma Dream Machine is a broad creative platform for generating and modifying images and videos, with references, keyframes and camera controls. Craft is a Creative Studio for AEC Workflows: it starts from project inputs, retains approved building context and coordinates stills, panoramas, motion and commercial deliverables around one development.
The detail
Dream Machine offers a capable creative surface: text-to-image, image-to-video, start and end frames, style and character references, modification and camera motion. It is a strong choice when the core job is to create or animate a shot.
Craft begins one layer earlier and continues one layer later. The input can be a plan, CAD export, render, panorama or launch brief; the output can become a 4K still, a 360° show flat, motion, campaign media or a digital sales experience. Arc keeps the project decisions available between those steps.
When to use which
Use Luma for broad creative image and video exploration. Use Craft when an unbuilt development must stay tied to its plans, materials and approved identity across many AEC deliverables.
Side by side
- Starting point
Text, image and video-led creative generation
Plans, CAD, renders, panoramas, briefs and project inventory
- Control layer
References, keyframes, modifications and camera motion
AEC identity, project memory, approval gates and production parameters
- Panoramas
No dedicated AEC equirectangular round trip is documented
Native 360° edit-and-return workflow with seam and projection logic
- Finish line
A generated or modified creative asset
A connected set of AEC, marketing and sales deliverables
Reviewed 18 August 2026 against official product pages.
Product names are trademarks of their respective owners.
Run your own project through it
Start on the free plan — no card, no countdown. Bring a real floor plan and a real deadline.