Scribble by Pencil AI

# Pencil

# New Feature

# Scribble

A Smarter Way to Turn Creative Briefs into Campaigns

Dan Whaley

Marketing teams are under constant pressure to produce more content, adapt it for more channels, and deliver it faster than ever — often across multiple tools, endless prompts, and rounds of manual production and back-and-forth. Scribble removes that friction. Rather than asking you to think like an AI expert, Scribble works the way your team already does: starting with a creative brief. Simply share your brief, upload your supporting assets, and describe what you'd like to achieve. From there, Scribble does the heavy lifting — reading and understanding your brief, reviewing your assets, planning the work, and producing the deliverables you need. Whether you're resizing campaign assets, adapting creative for multiple formats, applying brand guidelines, or preparing creative for different channels, Scribble automates the bulk of production — while keeping your team fully in control.

From Brief to Delivery

Picture a typical campaign brief. It might include a PDF outlining the campaign objectives, a layered Photoshop file, product imagery, brand guidelines, and a request for creative across multiple social and display formats. Traditionally, turning that brief into finished assets means manually interpreting requirements, building workflows, resizing files, checking layouts, applying branding, and preparing everything for review. With Scribble, you simply upload your brief and supporting assets and describe what you need. Scribble identifies the deliverables, reviews the supporting files, and generates the creative assets required — cutting out repetitive production work so your team can focus on creative decisions rather than manual execution.

Built for Marketing Teams

Scribble isn't a general-purpose AI assistant — it's built specifically for creative production, designed to handle the work marketing and creative teams do every day: creative adaptation, multi-format asset production, campaign resizing, brand-compliant creative updates, PSD-based production workflows, video transcription and subtitle generation, and video adaptation and remixing. Scribble isn't here to replace your creative team — it's here to remove the repetitive production work that slows them down.

Keeping Creative Teams in Control

Scribble works alongside your creative team, not in place of it. Your team continues to set the strategy, define the creative direction, and give final approval on every asset. Scribble accelerates production by handling the repetitive work, freeing your designers and marketers to spend more time developing ideas, refining creative, and delivering stronger campaigns. Every output remains fully reviewable, editable, and refinable before it goes live.

Designed to Grow with Your Workflow

Scribble continues to evolve to support increasingly sophisticated creative workflows. Our long-term vision is for Scribble to become an intelligent production partner — capable of understanding complex briefs, coordinating creative tasks, and helping your team deliver high-quality campaigns at greater speed and scale. As new capabilities become available, Scribble will keep simplifying creative production, while keeping your team at the centre of every important creative decision.

Why Scribble?

Scribble helps your marketing and creative teams work directly from creative briefs instead of manually building workflows, produce campaign assets faster across more channels and formats, reduce repetitive production work while maintaining creative oversight, generate creative outputs using your existing brand assets and supporting files, and keep designers and marketers focused on creativity rather than manual execution. At its core, Scribble is designed to make creative production simpler. You bring the brief. Scribble helps bring it to life.

FAQ

What is Scribble? Scribble is Pencil AI's next-generation AI assistant, designed to help marketing and creative teams execute creative briefs more efficiently. Instead of building AI workflows or managing multiple AI agents yourself, you upload a brief and supporting assets, and Scribble plans and carries out much of the creative work for you.

What makes Scribble different from the current Pencil experience? Today, many creative tasks involve selecting the right tools or workflows for the job. Scribble moves that interaction from the prompt or workflow level to the brief level. You provide your creative brief, supporting assets, and a high-level instruction — Scribble analyses the brief, determines the steps required, and carries out the work automatically.

What creative tasks is Scribble best suited for today? Scribble already performs strongly across creative resizing, image adaptation, working with layered PSD files, applying branding consistently across assets, and video transcription and subtitle generation, with video remixing currently being refined. Our initial focus is on the marketing production tasks that are most repetitive and time-consuming.

Can Scribble read creative briefs? Yes. Scribble is designed to understand briefs in formats such as PDFs, PowerPoint presentations, and other supporting documents, and interprets them alongside your creative assets to determine what work needs to be completed.

Can Scribble work with multiple files at once? Yes. Scribble can work with creative briefs, PDFs, PowerPoint presentations, PSD files, images, and other supporting assets, combining information across all of them to produce your creative outputs.

Can Scribble resize Photoshop (PSD) files? Yes. Scribble can resize layered PSD files while preserving editable layers, so your designers can continue working in the files after Scribble completes the initial adaptation.

Can Scribble convert a flat image into an editable layered PSD? This is an active area of research for us. Early results are promising for simpler images, though more complex artwork remains challenging and this capability isn't yet complete.

Can Scribble help with video production? Yes. Current capabilities include video transcription, subtitle generation (SRT and VTT files), and early video remixing workflows. We're continuing to refine video remixing, particularly around transitions, timing, and audio handling.

Does Scribble support localisation? Scribble already supports transcription and subtitle generation today. Localisation and transcreation are important areas we plan to expand into over time.

Will Scribble replace creative teams? No. Scribble automates repetitive production work rather than replacing creative professionals. Your creative team remains responsible for creative direction, reviewing outputs, refining assets, and approving final work — freeing them to spend more time on higher-value creative thinking.

How does Scribble improve productivity? Rather than manually building workflows or completing repetitive production tasks one at a time, Scribble can execute much of the work directly from a creative brief, significantly reducing production time for common tasks like resizing, adaptation, and asset creation.

Does Scribble follow brand guidelines? Yes, when provided with the appropriate brief, assets, and brand materials.

How does Scribble help improve output quality? Scribble reasons through a task rather than simply generating a single output. Where appropriate, it reviews its own results to catch obvious issues before presenting them, improving consistency, while human review remains an important part of the creative process.

Will I still need to review the outputs? Yes. Scribble is designed to accelerate production, but final review and approval should remain part of your creative workflow.

Does Scribble continuously improve? Yes. We evaluate Scribble against real marketing briefs to understand where it performs well and where it needs improvement, and use those learnings to improve future versions of the platform.

Can Scribble build workflows automatically? This is part of our long-term vision. In future, Scribble will generate creative workflows automatically based on a brief, allowing you to review and refine them before execution. This capability is still under development.

Will Scribble eventually control more of the Pencil platform? Yes. Our roadmap includes enabling Scribble to interact with more of the Pencil platform, so it can automate increasingly complex creative production workflows over time. These are planned future developments rather than current functionality.

How does Scribble work with Brief Mode? Brief Mode and Scribble are designed to complement one another. Brief Mode helps ensure your brief contains the information and assets needed for production; once a brief is complete, Scribble uses that information to execute the requested creative work more effectively.

Is Scribble available to all customers today? No. We're introducing Scribble in stages — starting with selected proof-of-concept environments, followed by a closed beta ahead of broader availability.

What is the long-term vision for Scribble? Our long-term goal is an intelligent creative production assistant that understands complete marketing briefs, plans creative production automatically, executes repetitive production tasks, supports increasingly complex marketing workflows, and helps your team produce creative assets faster — all while keeping humans in control of every creative decision.

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