Pencil

Pencil is an AI creative and advertising platform for brands, agencies, and marketing teams. It combines configurable AI agents, multiple text/image/video models, brand knowledge, browser-based editing, repeatable creative workflows, bulk variations, ad-account integrations, and performance analysis in one production environment.

1. Agent-based creation: Pencil’s agents are configured around four components—instructions, knowledge, capabilities, and an underlying AI model. Prebuilt and custom agents can handle tasks such as audience research, campaign strategy, copywriting, image and video generation, ad creation, scripting, and creative-performance analysis. Agents can access Brand Libraries, uploaded files, web search, research tools, and other integrations, and multiple agents can be chained through the same workflow.
2. Creative production at scale: teams can generate text, images, and video, then refine text, imagery, video, and HTML/display creatives in Pencil’s browser editor. Workflows connect models, agents, prompts, files, scoring, and approval steps into repeatable production sequences, while Sheets and Feed Variations can generate localized or personalized creative across products, audiences, languages, regions, and markets.
3. Performance and publishing loop: connected media accounts can import creatives and performance metrics into Pencil’s Results and Insights dashboards and export finished ads back to supported platforms. The Creative Insights agent analyzes creative-level performance and turns patterns into recommendations for future work. Pencil also offers creative scoring, but its current Media Performance Score specifically predicts relative CTR performance using sufficient historical data from a connected Meta account; other connected platforms do not currently feed that particular score.
4. Commercial considerations: Core costs $14/month with 50 generations and one workspace; Growth costs $55/month with 250 generations and unlimited workspaces; annual rates are currently $11 and $44 per month respectively. Pro uses custom pricing with unlimited generations, bulk feed-based production, unlimited users, brands and markets, access controls, AI-governance provisions, dedicated customer success, and enterprise consumption pricing across models and modalities. Pencil updated generation accounting in August 2026 so usage is increasingly tied to the actual model and workload rather than a uniform generation cost.

Pencil is most relevant to advertising teams that want AI ideation and generation connected directly with brand governance, high-volume creative adaptation, approval, media activation, and performance-informed iteration rather than using separate tools for each stage.