Serviceplan and Creative.AI
Where AI meets creative craft and production
Serviceplan's public AI work spans ideation, high-volume production, specialist content and new creative units—not one universal generator.
The documented initiatives
Serviceplan Make and SP Gen AI
The production unit presented a proprietary generative workflow for automated asset production, personalisation and brand-safety controls.
Luma AI partnership
Luma became the group's creative-AI technology partner in February 2026, bringing video, motion and 3D generation into global workflows.
HealthContent.AI
Serviceplan Content Health and AMBOSS connect generative drafting with a medical evidence base for healthcare communication.
ACT in Vienna
Wien Nord Serviceplan's Artificial Craft & Transformation unit covers AI video, image, animation, 3D, retouching and agentic services.
Creative.AI is a workflow, not a prompt
The public material consistently puts human craft around the model. In the Luma AI partnership announcement, Global CCO Alexander Schill argues that AI should amplify creativity rather than standardise it. Luma's technology is intended to sit inside professional workflows from strategy and concept development through production and distribution.
That distinction matters for brands. A production system needs more than generation: reference assets, rights, brand rules, review, versioning, adaptation and final approval. Serviceplan Make's SP Gen AI was presented in Austria as a proprietary system for automated asset creation and personalised workflows, with an attributed claim of up to 25% production-cost reduction. The percentage is a Serviceplan claim reported by news.at, not an independent benchmark.
Four creative AI jobs
Different units solve different constraints; collapsing them into one 'content AI' label hides the useful detail.
Explore
Teams use generative systems to visualise territories, test directions and make more alternatives discussable earlier.
Produce
Serviceplan Make turns approved concepts into repeatable production workflows and high-volume asset families.
Adapt
Assets are localised, resized and personalised for channels and audiences while the brand system remains the control layer.
Verify
Specialist domains add specialist evidence. HealthContent.AI checks medical marketing copy against AMBOSS rather than relying on a general model alone.
The agencies and units behind the work
The core Serviceplan brand covers creativity and content. Public brand material names specialist units including Serviceplan Make, Serviceplan Innovation, Serviceplan PR & Content, Serviceplan Culture and Serviceplan Content Health. The AI initiatives with the clearest public documentation are concentrated in production, health content and the global Luma deployment. See the Serviceplan brand overview and the HealthContent.AI announcement.
Not every award-winning Serviceplan campaign is an AI case. The group won Independent Network of the Year at Cannes Lions 2025, but that is evidence of broad creative performance, not proof that Creative.AI caused the wins. The documented AI-related case is Animal Alerts, which used pet biometric signals to identify possible earthquake warnings.
What a serious Creative.AI brief should specify
These questions turn a broad AI promise into an auditable production plan.
- Which models and reference assets may be used for each stage
- Who owns idea selection, brand approval and factual sign-off
- How rights, likeness, disclosure and regional rules are handled
- Which adaptations are automated and which require human review
- How quality, speed, cost and performance will be compared with the existing process
Serviceplan creative AI questions
What is Creative.AI at Serviceplan?+
It is one pillar of the House of AI, covering AI-assisted creative development, production, personalisation and asset adaptation. Public examples include Serviceplan Make workflows and the group-wide Luma AI partnership.
Does Serviceplan use Luma AI?+
Yes. Serviceplan Group announced Luma AI as its creative-AI technology partner in February 2026 for use across strategy, creative development, content production and distribution.
What is HealthContent.AI?+
It is a Serviceplan Content Health and AMBOSS offer for creating and checking medical marketing content against the AMBOSS evidence base.
Has Serviceplan proved a 25% cost saving?+
Serviceplan representatives presented an 'up to 25%' production-cost reduction for SP Gen AI during an Austrian AI roadshow. It should be treated as a vendor-reported maximum, not a general independent result.
SokosumiWhat the House of Communication learned about AI, as a product you can use on Monday
Sokosumi is the marketplace of named AI coworkers built by Serviceplan Group with NMKR. You brief a coworker like a colleague; the task shows on a shared board and comes back as a file: a PDF, a deck, a spreadsheet or a dashboard.