Updated: 05/28/2025
Understand your Copyrights and Restrictions
Your rights are governed by our terms of use or, if you have entered into an Enterprise agreement, your Enterprise agreement with us.
The below is provided as a summary for your benefit, but please review the actual terms for the specific rights you have.
Who owns the rights to my generations?
The ownership and usage rights of your generated content depend on your subscription tier:
Free and Lite Plans: Content generated under these plans is for personal use only. You do not have commercial usage rights. Generated content includes a watermark that cannot be removed, even if you later upgrade your subscription.
Plus, Unlimited and Enterprise Plans: Content generated under these plans includes commercial usage rights with no watermark.
NOTE: The commercial usage rights you acquired for specific generations are permanently vested in those assets, regardless of future subscription changes.
What rights does Luma have to my generations?
Free and Lite Plans: You grant Luma broad rights including publicly displaying, reproducing, and distributing your content. Luma can use this content to improve services and train AI models.
Plus, Unlimited and Enterprise Plans: You grant Luma limited rights to process, host and store your content only to provide services and improve our technology. Luma cannot publicly display or distribute your paid-plan generations.
NOTE: You retain ownership of your generated content, but the rights you grant to Luma differ based on your subscription status when content is generated.
Can I use my generations for commercial purposes?
Commercial usage is only allowed with the Plus, Unlimited and Enterprise subscriptions. With these plans, you can use your generated content for:
Business projects, branding, and advertising
Marketing materials, social media campaigns, and product packaging
Any other commercial activities permitted under the terms of service
If you are on the Free or Lite Plan, your content is restricted to personal, non-commercial use only. Generations created under Free or Lite Plans retain:
Original watermark and personal-use-only restrictions, regardless of subscription changes
To generate new content with commercial rights, you'll need to upgrade to a qualifying plan
NOTE: This ensures that every generation's commercial licensing is tied directly to the active subscription status during which the generation is created.
What happens to my generations if I cancel or downgrade my subscription?
When you cancel your subscription or downgrade to a plan without commercial rights:
You retain access to all previously generated content
New generations will be subject to the terms of the Free plan (limited usage, non-commercial use, and may include a watermark).
Your commercial usage rights are preserved for generations created while you held an active commercial subscription
You can continue using previously generated commercial content for business purposes
You can download and use your existing content for personal, non-commercial purposes— if you delete your account after cancelation you must download all content you intend to save before the deletion date. Deletion is terminal.
NOTE: The commercial usage rights you acquired for specific generations are permanently vested in those assets, regardless of future subscription changes.