BCG & Pencil Join Forces to Scale GenAI Adoption in Marketing

‍BOSTON, May 20, 2025—Boston Consulting Group (BCG) and Pencil, the leading GenAI-powered marketing platform from The Brandtech Group, today announced a global strategic partnership to accelerate enterprise adoption of AI in marketing.

The collaboration combines BCG’s expertise in AI transformation and organizational change with Pencil’s GenAI technology to help global brands swiftly transition from pilots and trial initiatives to full-scale deployments. The partnership is designed to drive meaningful efficiency gains, cost savings, and performance improvements across marketing functions.

“CMOs are under pressure to prove AI’s value beyond pilot programs,” said Nicolas de Bellefonds, managing director and senior partner, and global lead for AI at BCG. “Through this partnership with Pencil, we’re empowering clients to move from experimentation to adoption at scale—unlocking measurable value and supporting the end-to-end transformation of marketing in the service of performance and brand building.”

“By bringing together BCG’s strategic expertise, Pencil’s AI capabilities, and Brandtech’s technology leadership, we’re making sure that brands don’t just experiment with AI, but scale it in a way that drives real business results,” said Will Hanschell, co-founder and CEO of Pencil.

A Proven GenAI Platform, Ready for Enterprise Scale

Pencil uses AI to generate and optimize creative assets at scale. The platform is AI model agnostic and integrates directly with ad platforms such as TikTok, Instagram, and YouTube—empowering marketers to create and publish high-performing content more quickly, cost-effectively, and with greater predictive accuracy.

To date, Pencil has produced more than 2 million ads, and its predictive capabilities are powered by $2.65 billion in media spend that has flowed through the platform. For three of the world’s ten largest advertisers, Pencil recently created 235,000 pieces of content, which delivered an average 40% uplift in performance, while reducing cost by 62% and production time by 55%.

“With this partnership, we are turning the potential of GenAI into tangible results,” said Rebecca Sykes, partner and head of emerging technology at The Brandtech Group. “Pencil has already shown how GenAI can deliver performance improvements at a global scale. Together with BCG, we will help brands implement this capability across their entire marketing ecosystem.”

Clear Roles to Drive AI-Powered Marketing Transformation at Scale

Under the partnership, BCG, Pencil, and Brandtech will bring together complementary strengths to support clients in deploying AI in marketing at scale:

· BCG will provide strategic guidance, operating model transformation, and change management to support scaled AI implementation across marketing functions.
· Pencil, the technology platform, will serve as the creative GenAI engine, enabling data-driven content generation, testing, and optimization in real time.
· Brandtech will, as and when required, deliver the technology infrastructure and creative automation needed to integrate AI tools into marketing operations.

Through this collaboration, brands will benefit from a deeper integration model tailored to their specific organizational and marketing needs.

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