# Hand Off the Brief, Keep the Direction > Layer's AI creative agent takes a full brief, researches trends, picks the right model, and generates game assets end to end — with you in the loop. --- Every studio knows the gap between a creative brief and finished assets. Someone has to research what's working in the market, translate the brief into prompts, pick the right model from a crowded field, wire up the workflow, generate, review, and regenerate. That coordination work eats days — and it lands on the same artists and marketers who should be making creative decisions, not managing pipelines. The Creative Agent closes that gap. Give it a full brief and it handles the production work end to end: it researches trends, ideates concepts, picks the best model for the job, builds workflows when the task calls for them, and generates assets — with you in the loop at every decision that matters. It's currently in beta and free while in preview; any pricing changes will be announced before they take effect. ## Key Capabilities **From brief to finished assets** Hand the agent a complete brief — campaign goals, style requirements, formats — and it plans and executes the whole production run. You review and approve; it does the legwork. **A team of specialist agents** Under the hood, the Creative Agent coordinates specialists: asset generation, a planner that proposes a plan for your approval before executing, a workflow architect, a LoRA training specialist, a game art director, a UA creative strategist, playable generation, and documentation. Each brief gets the right expertise. **Model selection across 149+ models** Layer gives you 149+ AI models across image, video, 3D, and audio in one workspace. The agent knows their strengths and picks the best one for each task, so you don't have to keep a mental map of a fast-moving model landscape. **Grounded in your projects and references** The agent works with Reference Sets and Projects, so it generates against your characters, styles, and per-title instructions — not generic output that needs a second pass to feel like your game. **Research before generation** Before producing anything, the agent can research current trends and ideate against them, so the concepts it proposes start from what's working, not from a blank page. ## How It Works **Give it the brief** Describe what you need in plain language — the campaign, the asset types, the constraints. Attach your Project so the agent inherits your title's instructions and references. **Approve the plan** The planner agent breaks your brief into a concrete plan: research, model choices, workflows, and deliverables. You review it, adjust it, and approve before anything runs. **Generate and refine together** The agent executes, presents results, and iterates with your feedback. You stay in the loop from first concept to final asset. [Watch the Creative Agent in action](https://www.youtube.com/watch?v=f3cFOn6GsiA) ## Built for Game Production **UA creative at campaign speed** The UA creative strategist specialist turns performance briefs into ad concepts and finished variants, so your next test cycle starts in hours instead of weeks. **Live-ops content on schedule** Seasonal events and content drops arrive on a fixed calendar. The agent turns a recurring brief into a repeatable production run that stays on-style every time. **Game art with a director's eye** The game art director specialist keeps generations consistent with your title's visual language, working from the Reference Sets and Projects your team has already curated. **Custom styles when you need them** When off-the-shelf models aren't enough, the LoRA training specialist can set up custom style training on your own artwork — no ML expertise required. Layer is trusted by 300+ game studios and entertainment brands, including Zynga, SciPlay, Huuuge Games, and Machine Zone. The Creative Agent is how the fastest teams among them ship more creative with the same headcount. ## Frequently Asked Questions ### What is the Creative Agent? The Creative Agent is an AI agent in Layer that takes a full creative brief and delivers finished assets. It researches trends, ideates, selects the best model from 149+ options, builds workflows when needed, and generates end to end — with you approving direction along the way. ### How much does the Creative Agent cost? The Creative Agent is currently free while in preview. Any pricing changes will be announced before they take effect, so you can build it into your pipeline with confidence. ### Does the agent work with my existing project assets? Yes. The agent works with Reference Sets and Projects, so it generates against your characters, styles, and per-title instructions rather than starting from a blank slate. ### Do I stay in control of what the agent produces? Always. The planner agent proposes a plan for your approval before executing, and you can review, redirect, and refine at every step. The agent accelerates your team — it does not replace your judgment. ### Is my data used to train foundation models? No. Customer data is never used to train foundation models. Your briefs, assets, and feedback stay in your workspace. --- Put the Creative Agent to work on your next brief. Start free — no credit card required. --- [View original](https://layer.ai/features/creative-agent) | [All Features](https://layer.ai/features)