Who Creates Puzzle Images? Digital Art, AI Art, and How Brands Work with Artists

Puzzles have never been static when it comes to imagery. From early maps in the 1700s to branded giveaways in the late 1800s and fine art reproductions in the 1900s, the way puzzle images are made has always adapted to new tools and cultural trends. Today, there’s a mix of traditional painting, digital illustration, photography, and yes—even AI-generated art—appearing on puzzle boxes.

Our goal at Puzzle Warehouse is simple: give you the ability to choose what speaks to you while also supporting artists in many different ways. The conversation around digital art, AI art, and licensing is complex, but it’s also part of a much longer history.

Sistine Chapel by Michelangelo

A Brief History of Puzzle Imagery

To understand today’s mix of digital, traditional, and AI art, it helps to know that puzzle imagery has always evolved with technology:

• 1700s – Educational Beginnings: The first puzzles weren’t entertainment. English cartographer John Spilsbury created wooden map puzzles in the 1760s to teach geography.
• Late 1800s – Advertising Giveaways: As puzzles grew popular, companies began using them for marketing. Puzzles featuring logos or products were given away as promotions. For example: Check out the history of White Mountain puzzles!

Original Puzzle from White Mountain was an ad for Portland Maine!

• Early 1900s – Art for Enjoyment: By the early 20th century, companies like Parker Brothers and Milton Bradley shifted to scenic paintings and fine art reproductions. People wanted beautiful, escapist images.
• 1930s – The Great Puzzle Boom: During the Great Depression, weekly puzzle releases showcased aspirational images—vacations, cozy homes, colorful illustrations—providing affordable hope and entertainment.
• Mid-1900s Onward – Artwork Dominates: Licensing arrangements with artists and photographers became the norm.
• Today – A Mix of Traditional and Digital: Most puzzles now feature licensed artwork, photography, and digital illustrations. Some companies are exploring AI-generated imagery, continuing that long trend of innovation.

From maps to marketing to fine art, puzzles have always been shaped by new creative tools. Digital art and AI are simply the newest pieces of the story.

How Do Puzzle Brands Get Their Images?

There’s no single way puzzle companies choose the artwork you see. Here are some of the most common approaches:

Direct Licensing with Artists

Many brands partner directly with artists—illustrators, painters, and photographers—who license their images for use on puzzles. These artists are often credited on the box, and puzzlers love following their favorite creators across different brands. Pomegranate is a brand that works directly with artists and you can often see the artists' names right on the box!

Olga Suvorova: The Duel By Pomegranate

Licensing Agencies (Including GoodWay Licensing)

Some brands work through agencies that connect artists and manufacturers. These agencies help emerging artists get exposure. Depending on the arrangement, an artist’s name may or may not appear on the box, but they still receive licensing compensation.

At Puzzle Warehouse, we even have our own GoodWay Licensing, which partners with smaller artists to bring their work to puzzlers. Sometimes that means supplying art to other brands; other times, we print puzzles ourselves under GoodWay Puzzles.

Examples include Peggy Collins’ vibrant digital illustrations or Ellen Brenneman’s animal art. Some brands, like Vermont Christmas Company, mix new and classic licensed art.

Stained Glass Hummingbird by Peggy Collins

Stock Images and Digital Art

Even before AI, many puzzle brands used stock photography, graphic design, or digital illustration. Digital art doesn’t mean AI; it refers to human-created artwork using software like Photoshop or Procreate rather than paint and canvas. Some artists use an iPad to draw instead.

Brands have used stock photography and digital editing for decades—it’s why puzzle images can be so crisp and varied. Also, some artists sell their work to stock agencies to use for products like puzzles.

AI-Generated Art (and Why It’s Nuanced)

A few puzzle brands are experimenting with AI-generated imagery. These images are created using machine learning tools that respond to text prompts. Some customers love the dreamlike, imaginative results; others prefer only human-made artwork.

This topic is nuanced. Some AI models are trained on vast image libraries, raising questions about artist credit and consent. At Puzzle Warehouse, we aim to offer variety and transparency so you can decide what resonates with you.

Cute Giraffe by Enjoy!

Why So Many Approaches?

Art creation is complex and personal. Some brands highlight named artists; some work through agencies; some use stock imagery; some experiment with AI.

We see our role as connecting you to as many puzzle options as possible, across styles, subjects, and methods—while making sure artists are supported.

It’s a careful middle ground:

• Support artists, especially smaller or emerging ones.
• Offer customers choice, with thousands of puzzles to explore. Which means we do carry some AI images.
• Be transparent about the different ways puzzle images are created.

The Big Picture

Just as puzzles evolved from maps to advertising to fine art, today’s puzzle images come from many creative paths—paintbrushes, cameras, digital tablets, and sometimes even AI software. Technology has always influenced art; what matters most is how it’s used and how it supports creativity.

At Puzzle Warehouse, our mission is to celebrate that diversity and help you find the puzzles you love. Whether you’re drawn to traditional paintings, bold digital illustrations, licensed photography, or experimental imagery, you can shop knowing that artists are part of this story and that your purchase helps keep the puzzle world thriving.