Introduction
Agents are a new way to collaborate with AI in Pencil - built to support creative workflows with structure, continuity, and scale. Rather than treating AI as a single-use tool, the Agent Framework introduces modular 'Agents' that each play a distinct role in creative and ad generation.
What is an Agent?
Agents are like AI colleagues or teammates - each focussed on a specific area or task. Among other things they can help with:
Audience research
Headline writing
Image generation
Copy and strategy generation
Campaign idea generation
Ad generation and scripting
Each agent is built from four core components:
Instructions (what the agent does)
Knowledge (brand libraries, uploaded files, etc.)
Capabilities (tools like web search, deep research or file reading)
AI model
How does it work?
You can use agents in a 'modular but connected' way - like members of a team - linking one to the next through natural conversation.
For example, you might:
Start with an Audience Personas agent
Add insights via a Consumer Insight Agent
Brainstorm ideas with a Campaign Agent
End with Ad Generation or Video Scripting
This means you don't have to repeat yourself or copy and paste between tools. Your continuously developing context and brand strategy carry forward as you move from insight and ideation through to execution and scaling.
What's available now?
The first release of Agents is intentionally focussed on the foundational workflows in Pencil. At the moment Agents don't yet integrate with tools like the Feed or Editor - but that's coming soon.
In development:
Real time integrations with ad platforms and creative tools
Smarter ad generation based on live insights
Custom workflows tailored to your team or campaign
Why do Agents matter so much?
The Framework of Agents is designed for teams that want to work faster and with more flexibility, while remaining deeply human. Agents help you create better ads, faster - without sacrificing strategy or intent.
This is just the beginning of the Agent Framework. We will continue expanding its capabilities and integrations based on your feedback. You can start working with agents today, while also helping shape what comes next.
How do I use Agents?
On the left hand panel of your workspace you will see 'Agents'. Clicking here will take you to the homepage of Agents. We have built twelve 'example agents' which you are welcome to use to get to grips with the concept.
Hovering over an agent will give you the option to 'Start Chat'.
Can I customise or create my own Agents?
Yes - absolutely
Watch out for detailed new content coming soon that will provide guidance, best practice and tips when customising or creating your own agents
In the meantime here is the introductory 'how?':
For some of the pre-built agents, you can duplicate them - see what underlies them and make your own adaptations.
The copied agent will appear at the bottom and hovering will reveal a menu that includes 'Edit':
Clicking here will take you through to the core Agent building page where you can see how that Agent was designed and make adaptations to your copy:
Additionally, at the top right of the Agent homepage you will see a button titled 'New Agent'. This allows you to build your own Agents from scratch, using the framework shown above. It also allows you to import Agents from other workspaces using the Copy ID and Paste ID functionality.