Pencil and GWI close the gap between audience insight and creative execution

18th May 2026, London: Pencil, part of the Brandtech Group, the leading generative AI marketing platform, today launches the GWI Insights Agent - a new addition to its Agentic Marketing OS that brings real-time consumer intelligence directly into the creative workflow.

Developed in partnership with GWI, the human insights company covering over 3 billion internet users across 50+ markets, the agent offers brands audience profiling, trend analysis, media targeting and competitive benchmarking at the point of creative development.

The launch addresses a longstanding challenge in marketing workflows: the gap between insight and execution. 

A creative team building personas for a new product launch, for example, would typically rely on research compiled weeks earlier: static data in a deck, already ageing by the time it reaches the brief. 

By embedding GWI's consumer intelligence directly into Pencil, the Insights Agent replaces that guesswork with real-time audience data at every stage, from persona generation and copy to campaign planning, all  without adding a separate tool. 

The GWI Insights Agent is the latest addition to Pencil's growing library of specialised marketing agents, which chain together to move briefs from insight to asset in a single workflow. Profiles generated by the Insights Agent feed directly into Pencil's creative agents - including image, video and campaign ideation - allowing teams to go from audience understanding to finished creative without leaving the platform.

The agent operates natively within Pencil, with consumer intelligence built in at no extra cost to existing users. It reinforces Pencil's Open Garden positioning: an open, flexible ecosystem that combines the best creative, data and AI models in one place, rather than locking customers into a single provider's stack.

For GWI, the partnership embeds its consumer intelligence into enterprise creative workflows for the first time, opening a new channel for its data to shape marketing outcomes directly at the point of creation.

Dan Whaley, VP of Product Management, said: “Consumer intelligence has always been upstream of creative. We've brought them together. Persona generation, copy, campaign planning - all of it now runs on real audience data, not a brief someone wrote three weeks ago.”

Tom Smith, Founder and CEO of GWI added: “The teams winning the shift to agentic marketing will be the ones with real human understanding built into every step and that's exactly what Pencil is doing. I’m excited that GWI data will be directly embedded into Pencil, and seamlessly into customers’ creative workflows. Having GWI's data powering Pencil's creative agents feels like an integration we were always meant to build.”

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