Pencil ships with a range of ready-to-use agents, each built for a specific creative or strategic task. You can use these out the box, with no setup, or duplicate one as the starting point for an agent of your own. This article covers the agents Pencil provides, grouped by type. To build or adapt your own, see the articles linked at the end.
What are the basic agents?
The basic agents are Pencil's core set, covering the everyday creative, planning and analysis tasks at the heart of the platform. They are available out the box in most workspaces, and any of them can be duplicated as the starting point for an agent of your own.
Video Generation produces short video clips from text or images.
Image Generation generates images for your brand or products.
Static Social Ads builds ready-to-market static ads, combining your messaging and visuals with brand knowledge to produce fully designed ads for platforms such as Instagram, Facebook, LinkedIn and more.
Video Script writes clear, concise scripts for brand videos.
Copywriting creates polished, brand-aligned ad copy variations, each one structured, concise and optimised for digital performance across channels.
Beauty Shot Agent generates high-end beauty shots of a hero product from an uploaded image, showing it in three distinct angles while preserving the product's exact appearance.
Deco Agent enhances uploaded images by adding user-specified products or decorations.
Media Planner creates comprehensive media plans based on personas, strategies and media briefs.
Campaign Idea brainstorms creative, effective marketing campaign concepts.
Audience Persona builds detailed audience personas for targeted marketing. It relies on a GWI integration via API, so it may not be available on all workspaces and accounts.
Brand Strategy outlines strategic positioning to drive brand growth and recognition. It relies on a GWI integration via API, so it may not be available on all workspaces and accounts.
Campaign Insights identifies key takeaways from your marketing campaigns by analysing performance drivers, audience engagement and conversion impact.
Creative Insights surfaces high-performing patterns in creative assets to inform design decisions and improve ad effectiveness.
Consumer Insights identifies actionable insights into consumer preferences and behaviours.
Ad Improver analyses an ad and provides recommendations for improvements.
What are the video remix agents?
The video remix family is a set of three agents that work in sequence to turn an existing video into fresh cuts: splitting the source footage, scripting a remix, then assembling the final video. They carry a Beta label in-product but are available to all users.
The three agents run in order, with each one passing its output to the next:
Video Splitter is the first agent in the family. It intelligently splits and refines video content into targeted segments and clips, producing a clip manifest that the other two agents draw on.
Video Remix Script takes the clip manifest from the Video Splitter and generates video scripts and storyboards for a range of content types and platforms.
Video Stitcher stitches the clips and scenes called out in those scripts or storyboards into a single, cohesive final video.
What partner agents are available?
Pencil offers a set of agents that connect to third-party data sources and partner platforms, bringing external market and audience intelligence into your workflow. Most are built by Pencil and draw on a partner's data or API. Others, such as Share of Model, are authored by the partner directly. Each depends on the relevant integration being connected and on your account permissions, so availability varies by workspace and account.
Foreplay.co Ad Intelligence turns natural-language queries into competitive advertising insights, drawing on Foreplay API metrics and enriched ad creative intelligence.
Google Trends helps you explore top and rising Google search terms across regions, using the Google Trends dataset.
GWI Insight Agent produces audience intelligence by turning natural-language questions into cited GWI metrics and insights.
Share of Model is a partner-authored agent, built by Jellyfish, for working with Share of Model (SOM) analyses.
How do I create or clone my own agents?
Beyond the agents above, you can build your own, either from scratch or by duplicating any pre-built agent as a starting point.
To create one from scratch or by cloning, see how to create a custom agent. For a full run-through, see this worked example. To combine several tools, models and integrations in a single agent, see the Agent Builder.