Experian unlocks PMax growth with always-on AI creative

Experian needed performance creative at the speed Performance Max actually runs. Pencil delivered 2,000 assets a quarter, lifted PMax conversions by 14%, and turned the creative bottleneck into a growth lever.

The situation

Experian was scaling Performance Max for two flagship products: Free Credit Score and Comparison. PMax unlocked new inventory and broader brand consideration, but creative supply couldn't keep pace. Rich media formats stalled. Underperforming assets stayed live longer than they should. Upper-funnel reach was capped not by media budget, but by what creative could feed it.

The traditional approach

Producing performance creative through agency cycles was slow, expensive, and hard to manage at PMax velocity. Briefs took weeks. Refreshing a weak asset meant another round of production. Campaigns ran on creative that was already two performance cycles behind the data.

The Pencil platform, deployed with Jellyfish

Experian's team activated Pencil, Brandtech's enterprise agentic marketing OS, with Jellyfish as the rollout partner. Pencil works against live campaign data continuously:

• Generates and optimises rich media built for PMax inventory
• Predicts top-performing creative from in-flight performance signals
• Refreshes underperforming ads automatically before they drag results

Human teams kept ownership of brand, concept, and quality. Agents handled the volume, the variation, and the always-on iteration.

The impact

By rolling out high-impact creative at scale and swapping out weaker assets in real time, Experian extended reach into upper-funnel PMax inventory and lifted return on media. A/B testing tightened every cycle. AI bidding routed spend to the most efficient auctions. The creative supply gap closed.