Pencil comes in two versions. Pencil is the self-serve platform, sold on the Core and Growth plans. Pencil Pro is the enterprise platform, arranged with the Pencil sales team on a custom subscription.
The two run as separate applications with separate log-ins, and they sit under different commercial terms. Core and Growth use the standard terms. Pro uses enterprise terms.
Do you get the same creative tools on every plan?
Yes, with one exception. Workflows, Chat, Agent Builder, Infinite Canvas, Brief Mode, Sheets and Feed Variations all work on Core and Growth exactly as they do on Pro.
The exception is Scribble - an overarching master-agent that works at the brief and campaign levels to orchestrate sub-agents and run tasks in parallel. Scribble is currently available in Pencil Pro only. Read about what Scribble does.
What changes between the plans is the scale you can work at: how much you can generate, how many people and brands you can bring in, and the governance, terms and service wrapped around the work. The creative tools themselves are the same. For help deciding which one to reach for, read when to use each.
How do the plans compare?
| Core | Growth | Pro |
Who it is built for | Solo entrepreneurs. | Fast-growing teams. | Enterprises. |
Price | $14 per month billed monthly, or $11 per month billed annually. | $55 per month billed monthly, or $44 per month billed annually. | Custom pricing. |
Generations included | 50 per month. | 250 per month. | Unlimited, on committed consumption pricing. |
Brand workspaces | One, with more available at your plan rate. | Unlimited, at your plan rate. | Unlimited, included. |
Support | Chat. | Chat. | Dedicated customer success. |
Terms of service | Standard. | Standard. | Enterprise. |
How you buy it | Sign up online. | Sign up online. | Through the sales team. |
The Pencil Growth Plan carries everything on the Core Plan, and adds a lower cost per generation, unlimited workspaces and direct access to the product team and roadmap.
What does Pencil Pro add?
Pro carries everything on Growth, and adds what unlocks scaled production: enterprise-grade governance options, far higher volume, and dedicated Customer Success teams at your service.
Scale and access
Committed consumption pricing for generations across every AI model and modality.
Bulk generation at volume, running feed variations across audiences, markets and products without a monthly cap.
Unlimited users, brands and markets, with entity and role access controls.
Governance and terms
Enterprise terms covering IP assignment, no-train commitments and indemnification.
Data ring-fencing, so the content in your workspaces stays isolated.
AI governance controls, including which models a workspace can use.
Managed service SLA.
Custom integrations with your own tooling and third-party tooling.
For more detail on this, read built for enterprise.
Service and training
Dedicated customer success available at any time, with response times based on priority level, as outlined here.
Complete curriculum for GenAI training.
Creative delivery, where a Pencil creative works on your briefs. Four ads arrive every 24 hours, up to 80 ads in a 20-day working month, and amend requests count towards that quota.
Add-ons such as managed integrations, managed fine-tuning, bring-your-own models, managed pilots and dedicated programme managers.
How do generations and quotas work?
Every plan includes a set number of generations each month. The generations article sets out exactly how each model and modality counts.
Quotas behave differently depending on your plan.
Core and Growth: you cannot exceed your monthly allocation. When you reach it, you either upgrade your plan or wait for the reset at the start of your next billing cycle.
Pro: your quota covers both the generations you create and any ads delivered by the Pencil creative team. Going over it adds charges per extra generation or ad, billed at the end of your cycle at your contracted rates.
On every plan, unused generations expire at the end of the billing period. They do not roll over.
On Core and Growth you keep access to your workspaces, with no generations to spend, until you renew. On Pro, because of data ring-fencing requirements, access to workspaces is removed when the subscription is paused or cancelled.
To upgrade to the Growth Plan, you can follow a self-serve upgrade route available directly from the pricing page.
To upgrade to Pencil Pro please contact the sales team, or book a demo using the top banner button on the Pencil homepage.