Publicis and Cathay Pacific Launch First Campaign Using Ethical AI Art Platform
Publicis London and Cathay Pacific have partnered with Bria to create "Asia just got closer," the first live campaign built on Artfair by Bria, a platform that generates AI artwork in licensed artistic styles while paying artists each time their work is used.
The platform addresses a growing tension in creative industries: as AI-generated art proliferates, questions about authorship, ownership, and artist compensation have intensified. Artfair by Bria trains its models exclusively on artist-approved content, with consent and payment built into the system.
The Campaign
The centerpiece is an 8×44 metre mural at the Great Eastern Art Wall in East London, depicting Asian and Australian destinations served by Cathay Pacific. The artwork draws on the illustrative style of award-winning artist Oliver Barrett, interpreted through AI trained only on his approved work, then hand-painted as a physical installation.
A QR code directs passersby to a digital platform where they can generate artwork in Barrett's style. Selected pieces will be exhibited at Theatre Royal Drury Lane, with the winning entry receiving two return flights to Hong Kong.
The activation spans social media, influencer partnerships, and CRM campaigns. Digitas handled digital execution, while Spark Foundry managed media planning and buying.
How the Platform Works for Creatives
For artists, the system offers direct control and compensation. They retain ownership of their work and are paid whenever a brand licenses their style for AI generation.
For brands, the platform enables product personalization in a specific artist's visual voice, user-generated content campaigns, and branded experiences that feel distinct rather than templated.
Vered Horesh, Chief AI Strategy Officer at Bria, said the collaboration shows "what's possible when you put artists first: brands get access to real, distinctive creative identity, and artists get authorship, credit, and a fair share of the value they create."
Learn more about generative art and how AI for creatives is evolving to balance automation with artist rights.
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