The Liberty Guild Adapts to AI Revolution

To ensure its clients continue to get access to the best talent in the world, The Liberty Guild, having already embraced emerging talent from the creator economy, has once again reframed its offering to adapt to the fundamental changes AI is bringing. The Guild is now adding AI artists to its existing global roster of 500+ ‘a-list’ creatives and strategists.

This move reinforces The Guild’s founding principle that the idea remains the most important element in any piece of creative work. By offering its clients the opportunity to work with the best AI artists from around the globe, The Liberty Guild is leveraging AI to augment human brilliance, ensuring clients benefit from smarter, faster, and more imaginative thinking, rather than relying on AI to churn out more bottom-line content. It’s a stand against the commoditisation of creative work and a step toward a more powerful, idea-led future.

The Liberty Guild is leading the way by expanding its offering to include those rare jobs that only humans can do, and in the process, creating jobs by investing in skilled people while the rest of the industry invests in automation at the expense of them.

​Jon Williams, the CEO and founder of The Liberty Guild, said, “AI won't steal our jobs, but augmented creatives who can use it natively will. So we're signing up the very best and onboarding them for our clients so we, and more importantly, they, don’t get lost in the chaos and hype. We already work with the best creatives and strategists in the world and the rising stars from the creator economy, and we’re deeply honoured to do so. This is just the next logical evolutionary step in line with the development of our industry. Importantly, this isn't about automation and mass production; this is about ensuring the highest creative standards as we all move into the new world order.”

The Liberty Guild has been scouring the world for the best AI artists who are being interviewed, and onboarded just like any other Guild member, working alongside its existing bench of Cannes and D&AD winning creatives and strategists to answer briefs and raise the bar for clients.

The Guild has long been ahead of the curve - it was among the first to hire a Gen AI Designer (now on its board) and co-created client-facing AI training with the World Federation of Advertisers to help marketers write better briefs. This latest evolution ensures that, as AI reshapes the industry, creativity remains in the driving seat.

The move comes at a time when the advertising industry tries its hardest to pivot in response to the rise of AI and safeguard its future, clients are increasingly turning to agencies for guidance on how to stay ahead without eroding the quality of the work. Adoption without attrition is the burning topic. Too often, the response has been a rush to automate at machine speed and scale low-value, bottom-of-the-funnel content.

Chris Catchpole, multi-awarded global creative heavyweight and Gen AI creative director, said, “Blending GenAI with 30+ years advertising experience actually counts, funny that. From what I've seen, the best AI film directors tend to be the ones who are great film directors. The best AI creatives tend to be the ones who are great creatives. So long as you adopt the approach of idea first, you stand a chance of creating something that's worth something. From working with so many global brands on AI campaigns, I know they're kicking down the doors of those promising (and delivering) AI-produced creative.”