Pencil Paid

What it is

Pencil is a generative AI platform for creating ad creative at scale, owned by The Brandtech Group. It generates text, image and video ad assets from your brand kit and product inputs, resizes them across placements and supports multi-brand, multi-market teams with governance controls. The platform grew out of agency work, so it emphasises brand safety, approvals and consistency across many markets rather than one-off viral creatives. Its outputs are meant to feed paid social and display campaigns, and it handles resizing so one concept can run across feeds, stories and banners.

Key features

• Image, video and copy generation for ads
• Brand kit with logos, fonts and colours
• Resizing to 1:1, 9:16, 4:5, 16:9, 1.91:1 and custom formats
• Multiple workspaces on Growth and above
• Entity and role-based access, unlimited users, brands and markets on Pro

Models inside

Pencil says it integrates models from Anthropic, OpenAI, Google, Kling and others; it does not name the specific Google model.

Pricing and rights

Core $14/mo (50 generations) or $11/mo annually; Growth $55/mo (250 generations) or $44 annually; Pro is custom with unlimited generations. A guided free trial lets you create six ads before paying. The pricing page does not state watermark or usage-rights terms.

Who it is for

Brand and agency teams that need on-brand ad variations across many markets, and smaller advertisers who want a low-cost start. Because the Core plan is cheap, it is also a low-risk way for small advertisers to try generative ad variations, but larger multi-market teams will need a custom Pro quote to unlock unlimited brands, markets and access controls.

Verdict

Pencil is inexpensive to try and built with brand governance in mind, and it draws on several leading model providers. Generation counts are low on Core, and its strongest features (unlimited brands, access controls) are on the custom-priced Pro plan.