What is Pencil?
Pencil is Marketing’s AI operating system.
Pencil brings every leading AI model into one fully governed, open-garden platform. Take a campaign from brief to live: generated, edited, approved and launched. All in one place. Always on-brand.
Not a promise. A track record:
Reduction in creative
production costs
ROAS improvement.
markets scaled at once.
The problem Pencil solves
Enterprise marketing is drowning in its own production. Every market needs its own formats. Every format needs ten variations. Every variation needs review, sign-off, and a place to live. Meanwhile the AI tools meant to help are scattered across a dozen logins, they don’t know your brand, and your legal team doesn’t trust them.
Pencil replaces that sprawl with one system.
From brief to live campaign
Start with a conversation. Tell Pencil your goals, audience and brand. Get professional images, video and copy back in minutes. Like what you see? Scale it. One brief becomes thousands of variations, translated and localised for every market you're in.
Humans in the loop
Nothing ships unfinished. Edit everything in the browser, pixel by pixel if you want, with your brand library one click away. Approvals happen inside the workflow: brand, legal and performance teams review in context, every decision on the record.
Publish and predict
Then publish straight to Meta, Google, TikTok and more. But, before you commit to media spend,Pencil can tell you what will work. Its predictions are trained on over $1bn of real ad spend, connected to your own ad accounts. Great creatives get surfaced. Weaker concepts and designs don’t slip through the cracks.
Every model. Zero lock-in.
AI moves fast, and walled gardens lock you into one vendor's roadmap. Pencil takes the opposite route: the best models from OpenAI, Google, Anthropic, Adobe, Kling and Runway in one orchestration layer, under a single set of legal terms. A better model launches tomorrow? We bring it into our open garden.. Your team’s creative tooling stays SotA.
AI your legal team will approve
Most AI platforms make your team faster and your lawyers nervous. Pencil was built for both sides of that conversation. SOC 2 Type II certified. A strict no-train policy, so your data never trains anyone's models. Full IP indemnification: you own everything you create. Regional data compliance across EU, US and APAC. Brand guardrails enforced automatically, on every generation, in every market.
Who runs on Pencil?
L'Oréal cut production costs 33% across 46,000+ assets. Unilever doubled production speed across 24 markets. Japan Airlines, Barilla and William Grant & Sons run on Pencil too, alongside 5,000+ brands with over $1bn in connected media spend. Pencil is part of The Brandtech Group, the world's leading generative AI marketing company.
Why "Pencil"?
Because the pencil never replaced the artist.
We believe AI is the same kind of instrument: it belongs in creative hands. That's why a human stays in the loop at every step. People prompt, curate, edit and approve everything Pencil makes. The AI takes the repetition. Your team keeps the ideas.
See it for yourself
Whether you're testing the water with a pilot or rethinking how your whole marketing operation runs, the next step is the same.
Frequently asked questions
Pencil is the AI operating system for enterprise marketing. It aggregates leading AI models in one governed platform and runs full workflows from brief to live campaign.
Teach Pencil your brand once, and it remembers every time. Each workspace has a dedicated Brand Library where users can upload guidelines, logos, tone instruction and more. Every generation follows them automatically, and brand safety guardrails are enforced on every output.
Pencil offers open model aggregation with no vendor lock-in,and enterprise governance included by default. Pencil can handle complete ad production as well as generate single text, image, audio or video outputs as needed. Pencil can also connect to your media accounts, using $1bn+ of spend data to predict performance before each launch.
You do. Pencil's terms give you full IP ownership of inputs and outputs, and your data never trains models.
No. A human stays in the loop at every step: people prompt, curate, edit and approve all output. Pencil augments creative teams rather than replacing them.
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