“The Creator-First Generative AI Platform”
Leonardo.AI is a generative AI platform for image, video, design, and motion workflows.
Officially, the product is positioned for creating high-quality visuals from prompts or reference images, for precise editing, upscaling, as well as for API-powered production workflows. The platform also offers team collaboration and developer access via API.
Leonardo.AI
The Creator-First Generative AI Platform
Origin: Australia ⓘ Suite 1007, 120 High St, North Sydney, NSW 2060, Australia
Subscription Premium For semi-professionals and active creators; includes more monthly Fast Tokens, a larger Token Bank, private generations, Enhanced Quality, unlimited collections, more personal AI models, higher parallelization, queue, top-up tokens, and unlimited Relaxed Image Generation for selected models.
Subscription Ultimate For professional creators, small businesses, and content producers; includes significantly more monthly Fast Tokens, a larger Token Bank, private generations, Enhanced Quality, many personal AI models, higher parallelization, a larger queue, top-up tokens, as well as unlimited Relaxed Image and Video Generation for selected models.
Subscription / Team Starter Team plan with Shared Tokens, Bank Capacity, Fast Tokens per seat, private team generations, team token usage for model training, unlimited collections, unlimited Realtime Canvas and Realtime Generation actions, Enhanced Quality, and team workflow features.
Subscription / Team Growth Advanced team plan with more Shared Tokens, higher Bank Capacity, more Fast Tokens per seat, private team generations, model training with Team Tokens, unlimited collections, unlimited Realtime actions, and Enhanced Quality. Other Custom Plan Individually tailored plan for larger workflows; includes custom Fast Tokens per seat, all Starter and Growth features, as well as bespoke requirements.
Pay as you go / API Usage-based API option with no long-term commitment, automatic top-ups, access to the latest models, and parallel generations.
API Custom For higher production volumes and long-term scaling; includes custom limits for parallel generations, model-based discounts, and dedicated support for production deployments.
Target audience
Leonardo.AI is officially aimed at creators, artists, designers, makers, founders, solo builders, and teams that produce visual content or want to automate production workflows. On its website, Leonardo lists marketing, graphic design, print on demand, photography, interior design, and architecture, among others, as relevant industries. Thanks to team and API offerings, the tool is interesting not only for individual users, but also for creative teams, start-ups, and product-focused development teams.
Outstanding features
Leonardo.AI is particularly strong where pure prompt generators are often weaker: in consistent style control, iterative visual work, and production readiness. These include Blueprints for preconfigured workflows, Flow State for rapid idea exploration, Realtime Canvas for sketch-based work in real time, Universal Upscaler for quality enhancement, as well as Elements and Custom Models for recognizable styles, characters, or products. For developers, Leonardo also stands out through a visual API approach in which workflows can be designed and then exported as production-ready code.
Key application areas
The most obvious use cases are campaign visuals, social assets, banners, concept graphics, product and brand visuals, mood boards, as well as short AI videos or animated content. Leonardo’s own pages explicitly mention Marketing Tools, Graphic Design, and the use cases Art Generator, Banner Generator, and Social Media Post Generator. Through upscaling, editing, and API integration, the platform is also suitable for recurring visual production processes where speed and consistency matter.
Usage & notes
For productive or sensitive use, the key note is: free content is public by default; if you do not want content to be publicly visible or used for model training, you should, according to the Privacy Policy, work in a paid plan with private generation. The platform operates on a token basis; paid plans include monthly token allowances, token banks, and top-ups, and higher-tier plans also offer “Relaxed Generation” for selected models. Rights to generated images also differ depending on the plan: paying users retain full ownership of their private generations, while in the free tier Leonardo retains extensive usage rights and content is publicly accessible.
| Target audience | Assessment |
|---|---|
| Private individuals | Suitable – for AI images, creative experiments, avatars, social media graphics, and simple image editing. |
| Creators / Designers / Artists | Highly suitable – especially for concept art, illustrations, product visuals, style variations, image ideas, and fast creative iterations. |
| Self-employed / Freelancers | Highly suitable – for marketing images, advertising motifs, social posts, mockups, product images, website graphics, and client drafts. |
| SMEs / Marketing teams | Suitable to highly suitable – for scalable visual content production, branding-related visual worlds, campaign motifs, and rapid asset creation. |
| Developers / Product teams | Suitable – thanks to API and pay-as-you-go options for integrating image and video AI into their own applications. |
| Large enterprises / regulated industries | Conditionally suitable – functionally strong, but due to US hosting, subprocessors, and training-related issues, only recommended with a data protection review. |
Hosting & Data
1) On-prem / local hosting
Meaning: The company operates the solution on its own hardware or within its own infrastructure. In the strictest sense, not only the application runs locally, but ideally the model as well.
2) Private cloud / data center
Meaning: The solution runs in a dedicated or more clearly separated cloud environment, often with a hosting provider or hyperscaler, but in a German data center or in a particularly controlled environment.
3) EU SaaS / managed
Meaning: The provider operates the solution itself as a service. The company uses the tool as a ready-made cloud service, ideally with EU data residency.
4) Hybrid
Meaning: One part of the processing remains internal / local / in a private cloud, while another part runs in an external cloud or EU SaaS.
5) AVV / DPA
Meaning: This is the data processing agreement or Data Processing Addendum. It governs that the provider processes personal data on behalf of the customer and is bound by the customer's instructions.
6) No training
Meaning: The provider does not use your prompts, uploads, attachments, chat histories, or outputs for training or improving the general model — ideally excluded by contract.
7) Open-source / transparency path
Meaning: There is a path toward greater technical transparency and sovereignty, for example through:
- open models
- documented components
- self-hostable parts
- traceable architecture
- export / switching options
| On-prem / local hosting | ❓ |
| Private cloud / data center | ❓ |
| EU SaaS / Managed | ❓ |
| Hybrid | ⚠️ |
| DPA / AVV | ✅ |
| No training on customer data | ❓ |
| Open source / transparency path | ❓ |
Overall assessment of hosting & data:
Leonardo AI is primarily a managed SaaS and API service for generative images, image editing, video, upscaling, Realtime Canvas, custom models, and creative workflows. On-premises or local hosting of the platform is not publicly documented as a standard option. Positive aspects include a DPA, documented security measures, AWS infrastructure, encryption, a SOC 2 reference, API access, team plans, and pay-as-you-go for production workloads. Critical concerns remain US hosting, international subprocessors, possible use of non-private content for model training, as well as the handling of personal images, brand assets, and confidential designs.
Conclusion:
Leonardo AI is very well suited for creative image and video generation, marketing, design, and API-based visual applications. For EU companies with sensitive or confidential data, Leonardo AI should only be used with a paid plan, private generations, a DPA, subprocessor review, and a clear internal data policy. Further link: Leonardo AI DPA, Pricing, and product page.
| On-prem / local hosting | ❓ |
| Private cloud / data center | ❓ |
| EU SaaS / Managed | ❓ |
| Hybrid | ⚠️ |
| DPA / AVV | ✅ |
| No training on customer data | ❓ |
| Open source / transparency path | ❓ |
Overall assessment of hosting & data:
Leonardo AI is primarily a managed SaaS and API service for generative images, image editing, video, upscaling, Realtime Canvas, custom models, and creative workflows. On-premises or local hosting of the platform is not publicly documented as a standard option. Positive aspects include a DPA, documented security measures, AWS infrastructure, encryption, a SOC 2 reference, API access, team plans, and pay-as-you-go for production workloads. Critical concerns remain US hosting, international subprocessors, possible use of non-private content for model training, as well as the handling of personal images, brand assets, and confidential designs.
Conclusion:
Leonardo AI is very well suited for creative image and video generation, marketing, design, and API-based visual applications. For EU companies with sensitive or confidential data, Leonardo AI should only be used with a paid plan, private generations, a DPA, subprocessor review, and a clear internal data policy. Further link: Leonardo AI DPA, Pricing, and product page.
Strengths & Weaknesses at a Glance
| Strengths | Weaknesses |
|---|---|
| • Very broad visual stack: images, videos, editing, upscaling, real-time tools, API. | • Free use is less attractive from a data protection and IP perspective: content is public by default and can be indexed. |
| • Good options for style consistency through Elements / Custom Models. | • According to the Privacy Policy, content may be used for service improvement and model training unless work is done in the paid Private Mode. |
| • Low barrier to entry thanks to the free plan. | • Storage in the USA and processing also in Australia as well as other countries; in addition, several subprocessors outside the EU. |
| • Team and API offerings for scalable workflows. | • Token-based usage creates a consumption logic instead of a true flat rate; top-ups are only available for paying users. |
| • Publicly documented security and data protection measures including SOC 2, TLS 1.2+, AES-256, DPA, and SCCs. | • Custom/Enterprise/API Custom prices are not published transparently. |
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GDPR-compliant use possible?
GDPR assessment: From a GDPR perspective, Leonardo AI is conditionally suitable.
Positive is that Leonardo AI provides a Data Processing Addendum in which Leonardo acts as a processor when used accordingly, processes customer data only for the agreed purpose, provides for SCCs for restricted international transfers, regulates subprocessors, and documents technical and organizational measures. Also positive are TLS encryption, AES-256 encryption of customer data at rest, SOC 2 certification, data subject rights for EU/UK users, and an EEA representative in Ireland.
Negative is that, according to the Privacy Policy, Leonardo AI may analyze content and account data to improve the services and to train algorithms, models, and AI products; according to Leonardo, content is only not used for model training if it is generated privately, which requires a paid plan. In addition, there are international data transfers and several subprocessors outside the EU.
Server location: The DPA subprocessor list names Amazon Web Services for platform hosting and infrastructure with location in the United States; in addition, AI/inference service providers in the USA, Singapore, and Germany, among others, are listed.