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Pencil

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Spec score 8.5 #1 of 13 in Video Advertising Software

What it is

Pencil is a web-based creative marketing platform that uses AI to generate advertising copy, images, and video ads. Its workflow runs from briefing and generation through editing, approvals, publishing, and evaluation. The browser editor handles text, image, video, and HTML, with exports in GIF, MP4, HTML5, and static formats. Pencil says a single template can produce thousands of variations and be adapted across markets through localization or translation. Listed generally available ad integrations include Meta, TikTok Ads, LinkedIn Ads, Google Ads, YouTube, Display & Video 360, and Campaign Manager 360. Users can create six ads for free through a guided experience, but full platform access requires a paid plan. Core costs $11 a month billed annually and includes 50 generations per month and one workspace. Growth costs $44 a month billed annually, with 250 monthly generations and unlimited workspaces. Pro has custom pricing and unlimited generations. Pencil says its security controls are SOC 2 Type II audited and that customer data is not used to train its models.

Spec sheet

What it does
Pencil is a browser-based AI marketing platform that generates and publishes advertising creatives.Read 21 Oct 2026 · getapp.com
Security
Pencil says it has SOC 2 Type II audited security controls and that customer data is not used to train its models.Read 3 Oct 2026 · trypencil.com
Support
Core includes chat support, Growth includes direct access to the product team and roadmap, and Pro includes dedicated customer success.Read 3 Oct 2026 · trypencil.com
Headquarters
London, England, United KingdomRead 23 Sep 2026 · trypencil.com
Founded
2018Read 23 Sep 2026 · trypencil.com
Ad generation
Pencil generates copy, images, videos and complete ad creatives from brand inputs.Read 21 Oct 2026 · trypencill.webflow.io
Ad integrations
The integrations page lists Meta, TikTok Ads, LinkedIn Ads, Google Ads, YouTube, Display & Video 360, and Campaign Manager 360 as generally available.Read 3 Oct 2026 · trypencil.com
Ad-format limitation
Pencil does not support Meta Dynamic Product Ads, Collection Ads, Advantage+ Catalog Ads or Instant Experience formats.Read 21 Oct 2026 · help.trypencil.com
Agent integrations
Pencil connects agents to third-party tools through Composio and Pipedream, including Salesforce, Slack, HubSpot, Google Drive and Shopify.Read 21 Oct 2026 · help.trypencil.com
AI model aggregation
The platform combines models from OpenAI, Google, Adobe, Runway and Stability AI in one orchestration layer.Read 21 Oct 2026 · trypencil.com
API extensibility
Agent actions are translated into API calls through Composio or Pipedream; Pencil does not publish a general developer SDK on the cited pages.Read 21 Oct 2026 · help.trypencil.com
Browser support
Pencil Pro's help page says Google Chrome is the only web browser that fully supports it.Read 3 Oct 2026 · help.trypencil.com
Company headquarters
The registered office is 151 Rosebery Avenue, London, England, EC1R 4AB.Read 21 Oct 2026 · find-and-update.company-information.service.gov.uk
Company legal identity
Pencil AI Limited is an active UK private company, number 14789571, incorporated on 10 April 2023.Read 21 Oct 2026 · find-and-update.company-information.service.gov.uk
Creative editing
Pencil provides a browser editor for text, image, video, and HTML, with exports including GIF, MP4, HTML5, and static formats.Read 3 Oct 2026 · trypencil.com
Custom agents
Users can create agents from scratch or duplicate built-in agents and combine tools, models and integrations.Read 21 Oct 2026 · help.trypencil.com
Data-training policy
Pencil says customer briefs, assets and outputs are not used to train general Pencil or third-party models, while dedicated workspace models may use workspace data.Read 21 Oct 2026 · help.trypencil.com
Documentation
The public Help Center contains dated articles covering agents, integrations, supported ad types, data handling and model support.Read 21 Oct 2026 · help.trypencil.com
Export
Users can export creatives directly to connected ad accounts or download PNG and MP4 files.Read 21 Oct 2026 · trypencill.webflow.io
Feature limitation
The pricing comparison marks AI video generation and AI video editing as coming soon in the Basic and Pro comparison.Read 21 Oct 2026 · trypencill.webflow.io
Founding and acquisition
Dealroom lists Pencil's launch in March 2018, while The Brandtech Group announced its acquisition on 15 June 2023.Read 21 Oct 2026 · app.dealroom.co
Free access
The pricing page says users can sign up and create six ads through a guided experience for free; full platform access requires a paid plan.Read 3 Oct 2026 · trypencil.com
Funding and owner
Dealroom records a $1.1 million 2019 seed round, a $2.8 million 2020 seed round and a 2023 acquisition; Brandtech announced it acquired 100% of Pencil.Read 21 Oct 2026 · app.dealroom.co
Governance
Pencil says Pro includes data ring-fencing, AI governance controls, entity and role-based access controls, and custom third-party tooling integrations.Read 3 Oct 2026 · trypencil.com
Human approval
Pencil requires human review and approval as part of its generation process.Read 21 Oct 2026 · help.trypencil.com
Input limitation
The FAQ warns that low-quality brand kits or assets produce low-quality outputs and says source images and videos must not contain text overlays.Read 21 Oct 2026 · trypencill.webflow.io
Integration safeguards
Meta connections can be configured as read-only and can block spend-data or write access.Read 21 Oct 2026 · help.trypencil.com
Licence
Pencil is proprietary cloud SaaS owned or licensed by Pencil AI Limited; its terms prohibit copying, modification, reverse engineering and resale.Read 21 Oct 2026 · trypencil.com
Limit: account support
A Trustpilot reviewer reported being locked out of an agency account and receiving ineffective support.Read 21 Oct 2026 · uk.trustpilot.com
Limit: instability
A current G2 review is titled “Powerful Features Marred by Instability,” indicating reliability problems despite strong features.Read 21 Oct 2026 · g2.com
Media data scope
Media connections import creatives, campaign context and performance metrics over a 90-day historical window plus ongoing data.Read 21 Oct 2026 · help.trypencil.com
Media integrations
Official pricing lists Facebook, Instagram, TikTok, YouTube, Google Display, DV360 and LinkedIn integrations.Read 21 Oct 2026 · trypencill.webflow.io
Notable news: Brandtech launch
On 15 June 2023, Brandtech announced Pencil Pro for enterprise brands, with Unilever and Bayer as launch partners.Read 21 Oct 2026 · thebrandtechgroup.com
Notable news: Scribble
Pencil's Help Center documented Scribble, its AI creative assistant, as an open-beta feature available on Pencil Pro.Read 21 Oct 2026 · help.trypencil.com
Other integrations
The integrations page lists Monotype, Orange Logic, Bynder, and GWI Consumer Research as generally available.Read 3 Oct 2026 · trypencil.com
Output formats
Generated video assets can be 6, 10 or 15 seconds, and creatives are produced in five standard aspect ratios.Read 21 Oct 2026 · trypencill.webflow.io
Praise: model access
A G2 reviewer praised access to the latest generation models and the ability to create assets at scale.Read 21 Oct 2026 · g2.com
Praise: workflow and UX
A G2 reviewer described the interface as clear and simple and valued Meta and TikTok integrations for scaling.Read 21 Oct 2026 · g2.com
Prediction
Connected ad-account data is used for creative insights and performance predictions before media spend.Read 21 Oct 2026 · help.trypencil.com
Rating on G2
4.7 out of 5 from 16 reviewsRead 21 Oct 2026 · g2.com
Rating on GetApp
4.0 out of 5 from 1 reviewRead 21 Oct 2026 · getapp.com
Rating on Trustpilot
3.8 out of 5 from 7 reviewsRead 21 Oct 2026 · uk.trustpilot.com
Scaling
Pencil says users can generate thousands of variations from a single template and localise or translate them across markets.Read 3 Oct 2026 · trypencil.com
Security controls
The homepage states SOC 2 Type II controls, no training on customer data, IP ownership, role-based access and brand-safety controls.Read 21 Oct 2026 · trypencil.com
Usage limits
Core and Growth users cannot exceed their monthly generation allocation, and unused generations do not roll over.Read 3 Oct 2026 · trypencil.com
Who it is for
Pencil describes its plans as serving solo entrepreneurs, fast-growing teams, and enterprises.Read 3 Oct 2026 · trypencil.com
Workflow
The platform describes a workflow spanning briefing, generation, editing, approvals, publishing, and evaluation.Read 3 Oct 2026 · trypencil.com

Plans and prices

Basic — 50 generations annual $11 a month billed monthly (annual pricing display) 50 generations/month · 1 brand · chat support Read 21 Oct 2026 · trypencill.webflow.io
Core $11 a month per month, billed annually 50 generations per month · 1 workspace · chat support Read 3 Oct 2026 · trypencil.com
Basic — 50 generations $14 a month billed monthly 50 generations/month · 1 brand · chat support Read 21 Oct 2026 · trypencill.webflow.io
Basic — 100 generations annual $19 a month billed monthly (annual pricing display) 100 generations/month · 1 brand · chat support Read 21 Oct 2026 · trypencill.webflow.io
Basic — 100 generations $24 a month billed monthly 100 generations/month · 1 brand · chat support Read 21 Oct 2026 · trypencill.webflow.io
Basic — 250 generations annual $44 a month billed monthly (annual pricing display) 250 generations/month · 1 brand · chat support Read 21 Oct 2026 · trypencill.webflow.io
Growth $44 a month per month, billed annually 250 generations per month · unlimited workspaces · direct access to product team & roadmap Read 3 Oct 2026 · trypencil.com
Basic — 250 generations $55 a month billed monthly 250 generations/month · 1 brand · chat support Read 21 Oct 2026 · trypencill.webflow.io
Basic — 500 generations annual $79 a month billed monthly (annual pricing display) 500 generations/month · 1 brand · chat support Read 21 Oct 2026 · trypencill.webflow.io
Basic — 500 generations $99 a month billed monthly 500 generations/month · 1 brand · chat support Read 21 Oct 2026 · trypencill.webflow.io
Basic — 1000 generations annual $149 a month billed monthly (annual pricing display) 1000 generations/month · 1 brand · chat support Read 21 Oct 2026 · trypencill.webflow.io
Basic — 1000 generations $186 a month billed monthly 1000 generations/month · 1 brand · chat support Read 21 Oct 2026 · trypencill.webflow.io

Every Pencil plan and price →

Strong points and limits

Strong points

  • Generates ad copy, images, and video ads.
  • Editor exports GIF, MP4, HTML5, and static formats.
  • Supports localization or translation across markets.
  • Core includes 50 generations per month.
  • Customer data is not used to train its models.

Limits

  • Free access is limited to six ads.
  • Full platform access requires a paid plan.
  • Core and Growth generations do not roll over.
  • Pro pricing is custom.

Who it suits

Pencil describes its plans as serving solo entrepreneurs, fast-growing teams, and enterprises. It may suit marketers who need AI-generated ad creative, editing, and publishing workflows across multiple markets.

Verdict

Pencil brings ad generation, editing, approvals, publishing, and evaluation into a browser platform, with integrations for several advertising channels. Consider the annual billing and monthly generation limits on Core and Growth when comparing plans.

Where Specifiction places it

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