Pencil launches Scribble AI agent to orchestrate marketing briefs

Updated 28 Sep 2026 · Reviewed by the Zekai editorial team

Brandtech Group's AI platform Pencil has announced the launch of Scribble, a new agent designed to automate the execution of marketing briefs. According to the company, the tool interprets a brief, determines the required steps, and automatically selects and routes tasks through the appropriate models and agents in the background. Pencil states that the system is underpinned by a dataset of more than 500,000 marketing briefs to understand how work is delivered.

The software is built to handle repetitive production tasks such as resizing images for ad placements, remixing video assets, and performing product swaps while applying existing brand rules. During testing phases, the company claims that customers experienced a reduction of 60 to 80 percent in the time required to complete these repetitive jobs. Enterprise brand compliance is maintained through integrations with Pencil's Brand Library and custom brand-specific agents.

Despite the automation, the company reports that human marketers remain in control of the workflow. Users can review the generated plan before execution begins and edit the resulting materials once finished. Pencil suggests this oversight model frees practitioners to concentrate on strategic thinking and high-value creative tasks rather than managing individual software applications.

Alongside the product release, Pencil CEO Will Hanschell has taken on the additional role of Chief Technology Officer at The Brandtech Group. Hanschell will oversee product strategy, engineering talent, and technology roadmap integration across the group's ecosystem, which includes other tools like Share of Model. The company states that further functionality will roll out later in the year to connect initial briefs directly through to media buying.

Early testers from brands such as Unilever, L'Oreal, and OLIVER reported operational efficiencies during the trial period. Deniz Caglar Dogan of U-Studio noted that storyboard creation time dropped from hours to minutes without requiring manual navigation across multiple software interfaces. Pencil confirmed that clients maintain ownership of generated intellectual property while the company develops ways for contributors to monetise their input.

Why it matters for AI for Marketing & Content Creation

For professionals in marketing and content creation, tools like Scribble aim to remove the friction of jumping between disparate generative AI applications. By routing briefs automatically behind the scenes, the technology attempts to shift the operational unit of work from writing individual prompts to managing structured project briefs, potentially altering daily production timelines for creative teams.

What to do about it

• Review current workflows to identify repetitive tasks like asset resizing that could be automated.
• Monitor Pencil's roadmap for upcoming features linking creative briefs to media buying.
• Assess existing brand guidelines to ensure compatibility with automated agent libraries.

Tools mentioned

• Pencil

Source: Pencil launches AI agent ‘Scribble’ to automate marketing briefs – Mediashotz (mediashotz.co.uk)