AI Agents Are Now Live in Pencil

The way ads get made is changing forever, and we’re here for it.

Marketing, advertising and design work is being elevated in real time across the board. AI is letting designers, campaign managers, copywriters and filmmakers move up the stack, away from the busywork, towards the high-level concerns that truly move the needle: ideation, strategy, innovation and the pursuit of creative excellence.

AI is making every creative a creative director. Agents are how you get there.

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Agents: Intelligent, flexible and efficient.

Agents are creative AI collaborators that think, use tools and produce finished work. 

Three things bring an agent to life:

• Instructions define the job and how it behaves.

• Knowledge gives it context: brand guidelines, briefs, data files, your asset library.

• Tools let it act. Agents search the web, generate images and video, cut down films, and connect to apps such as Slack, Google Drive and Salesforce.

Every agent is open architecture, so you can easily duplicate, edit and fine-tune it to your particular needs. It carries its own reasoning, tools and outputs, so it works as a standalone tool, but can also be used as a building block inside a larger workflow or production system.

Choose from 25 + out-the-box agents in the Agent Catalog, pre-built for common daily marketing use cases.

Or you can build one from scratch and share it across your workspaces. Define your agent’s instructions in plain language, upload or point it at a knowledge base, and select the tools at its disposal via intuitive checkboxes.

These tools can include any mixture of AI models for image, video, voice or text synthesis, as well as third-party connectors and integrations with other apps that your agents need to do their work.

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Agents that keep getting smarter

Frontier models usually sit behind a pro tier inside their own walled gardens. And models now improve almost monthly. In Pencil’s open garden platform, the latest models are available to every client.

Every agent has a master model at its core: the one that answers you. It takes your plain-language query and parses it into optimal prompts for the generation models downstream, which create the ideas and the work. 

Both the heart and the hands of your agent are interchangeable parts. As smarter models become available, you can swap out both the core response mode and the artistic generator models inside your agents. 

You can also just select “Best Available Model”, and your agent defaults to the best model available for each task. Then, when a stronger model lands in the platform, your agents pick it up automatically.

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Agents wherever you work

Build an agent once and use it anywhere in Pencil:

• In chat, where you can chain multiple agents in one conversation and your context carries forward, from audience insight through ideation to finished creative.

• In the Ads Editor, where agents generate elements that you can then manually place and compose within your ads.

• In Feed Variations and Sheets, where agents can run in tables across fully customisable rows and columns, unlocking variation at massive scale.

• In Workflows, where agents can be orchestrated, combined and chained in elaborate sequences, making complex marketing work automatable while keeping people in the driver’s seat. More on that below.

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Orchestrate agents with Workflows

Workflows is the most popular and powerful surface to create on in Pencil. It's a node tree on an infinite canvas where every node handles a specific subtask, and any agent can serve as a node.

Workflows is also the surface that unblocks the true power of AI agents: whole jobs run end to end, with each agent handing work off to the next in a choreographed sequence. Our Video Script, Video Stitch and Video Remix agents, for example, work as a cohort to script, cut and stitch footage into finished films, composing the edit and laying in audio automatically.

Chain agents in any configuration you can imagine. Connect them in a sequence alongside image, video, voice and text generation models, previous works, asset libraries, sheets, tables and lists. Add conditional logic so work only moves when your criteria are met, and human-in-the-loop approval checkpoints for any decision that needs one. 

One brief. Many hands

You can coordinate Pencil agents to work as teams. A cohort splits a job into parts, hands each part to the AI system or model best equipped for it, and then autonomously builds the result. You direct and approve. The agents handle the volume.

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Start building

Agents are live in Pencil now. Open the Agent Catalog and put one to work, or build your own and share it with your team. 

Try Pencil agents inside Workflows on your brand briefs today! https://pro.trypencil.com/login