Creative Intelligence
Pencil
Pencil, part of the Brandtech Group, is a generative AI platform for producing and predicting the performance of advertising creative at scale. Teams brief the system with brand assets, product feeds, and guidelines, then generate large volumes of on-brand image and video ad variants for social and programmatic channels, while predictive models score concepts against historical performance data before spend. It targets brands and agencies that need to feed performance channels with constant creative volume while keeping outputs aligned to brand standards.
What it does
Pencil is a generative AI creative platform from the Brandtech Group that helps performance marketers produce and pre-test advertising at volume. Users load brand kits, product catalogs, and guidelines, then generate many on-brand static and video ad variants tailored to social and programmatic placements. Before any media spend, Pencil's predictive models score each concept against historical performance signals, so teams can rank variations and test the most promising ideas first. It connects to ad accounts to pull results back in, closing the loop between generation, prediction, and live outcomes. The platform is aimed at brands and agencies that must continuously refresh creative for algorithm-driven channels without losing brand or legal consistency.
Where it fits
Pencil sits at the creative-production stage of the performance loop, generating and ranking ad variants that are then launched and optimized in the ad platforms.
Core features
- Generative AI image and video ad production at scale
- Brand kits and guideline controls for on-brand output
- Predictive performance scoring before spend
- Product-feed and catalog-driven variant generation
- Ad-account integrations to pull live results back in
- Collaboration and approval workflows for teams
Best for
- Performance teams feeding social and programmatic channels
- Agencies producing high creative volume across clients
- Brands needing on-brand variants without heavy design time
Beginner notes
- Invest time in the brand kit and guidelines up front — output quality depends heavily on how well the system understands your brand.
- Treat predictive scores as a prioritization aid, not a guarantee; still validate winners with real in-platform tests.
- Start with one channel and a clear creative angle so you can judge lift before scaling generation across formats.