Why The Liberty Guild Is Adding AI Artists to Its Creative Offering
Thought Leaders in association with Partners in Crime
16/10/2025 - London, UK
The Liberty Guild has expanded its roster to include AI artists alongside its global network of award-winning creatives and strategists. The aim is straightforward: produce sharper ideas, reduce waste, and avoid the flood of AI slop by putting taste and intent back in charge.
Idea first. Tools second.
AI isn't just a production trick. It compresses thinking and execution, much like the early days of Adobe did for design workflows. For the Guild, "creative" now includes AI creators, creative directors, and makers who use models to bring concepts into the light with speed and precision.
What clients actually get
Depth, variety, and faster routes to strong work. Some briefs go straight to AI. Others stay traditional. Many blend creators with AI to get scale without losing craft. Flexibility is the product.
Case in point: a recent Wizz Air campaign, created with Monks and led by a local Spanish creative team, handled the concept, script, storyboard, and all digital out-of-home through AI. Midjourney, Runway, Google's Nano Banana, Topaz, and Flux powered image generation, casting and persona work, editing, grading, sound design, and voiceover. The result: a full campaign delivered faster and for far less than a typical production cycle.
How AI artists fit with traditional teams
Sometimes the script comes from a decorated creative team and AI artists bring it to life-no crew, no director, no catering truck. Other times, the client wants work that comes straight from an AI-augmented creative mind. Shrinking budgets demand ideas that punch above their weight; AI helps the right people make that happen.
Quality control: the idea is the filter
The Guild prices by product, not by the hour. An idea holds the same value whether it starts on a napkin or as a Midjourney file. Execution isn't the idea. If the concept isn't there, it's fluff-AI or not.
All work is still human-led. Someone drives, prompts, curates, and decides. Nothing "just appears." Taste and judgment remain the difference.
Who these AI artists are
They're a blend of technologists and craftspeople. Many come from classic craft backgrounds and use AI with intent because they know what they're making. Others are self-taught talents-yes, the brilliant kid in a Brighton basement is now in the game. Talent can come from anywhere.
Keeping the creative soul intact
Ideas are the point. The Guild's center of gravity hasn't moved: keep looking for the best idea, get surprised, and ship work that stands out. The tools change. The instinct for taste doesn't.
The hard truth about output
Most work isn't remarkable, and much of it will become feedstock for content engines. Maybe 5% is truly beautiful. That's fine. The job doesn't change: use ideas to charm, influence, and persuade. Keep standards high and say no to filler.
What this means for working creatives
- Treat AI as part of ideation, not just production. Use it to explore routes quickly, then apply taste to select and refine.
- Build mixed teams. Pair award-winning thinkers with AI artists to compress time without losing craft.
- Price and judge by outcome. Hours don't equal value-ideas do.
- Curate your inputs. Bad prompts and weak references create AI slop. Strong taste creates signal.
- Prototype early. Script, boards, and look-dev can be AI-first; scale up only when the idea is proven.
- Keep the pipeline healthy. Support creators, provide structure, and pay on time.
Tools worth exploring
- Runway for video generation and post workflows.
- Generative art tools overview for a quick scan of options by use case.
Bottom line
The Liberty Guild added AI artists to widen the path from idea to impact. The standard stays the same: protect the idea, use the right people and technology, and ship work that earns attention.
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