Coty Teams Up With Pencil to Build AI Content System

With support from a transformation and creative team led by its sister company Jellyfish, Pencil’s content platform will be used across Coty’s Consumer Beauty brands. This will help teams create, launch, and improve images and videos faster and more efficiently.

As part of the next phase, Pencil will set up a dedicated team at Coty starting July 1, fully integrated into marketing campaigns across different brands and global markets.

Pencil supports the entire content process, from ideas and copywriting to image and video creation, while meeting high standards for security, governance, and ownership. The platform also ensures that Coty keeps full control of its brands, assets, and data.

Since 2018, Pencil has created 10 million ads and managed over $4 billion in media spending. This experience helps it predict how content will perform before launch, using both generative and predictive AI.

For Coty, this partnership is part of a larger shift in how it creates content, alongside new tools such as digital set management, Digital Twins and virtual production. Together, these efforts aim to scale creativity responsibly, improve efficiency and build a marketing system that keeps up with today’s fast moving consumers.

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Pencil co-founder and CEO, Will Hanschell, said: “The brands that win in the future will be those who are best at leveraging Gen AI. Coty has really leaned into how transformative AI can be for marketing when deployed with clarity and intent. This focus on end-to-end application at scale means the opportunity to extract value from AI and drive growth is huge.”

Gordon von Bretten, President of Consumer Beauty at Coty, said, “Our brands operate in a high velocity consumer environment but speed without control doesn’t scale. This partnership enables us to accelerate and scale content creation while maintaining governance brand integrity, and data ownership. Its a step change in how we operationalize creativity across Consumer Beauty.”

About Coty Inc.

Founded in 1904 in Paris, Coty is one of the world’s largest beauty companies, offering fragrance, makeup, and skincare products, and selling both premium and mass-market brands in over 120 countries, while also encouraging people to express their individuality and working to make the beauty industry more sustainable and inclusive through its “Beauty That Lasts” strategy.

About Pencil

Founded in 2018 by Will Hanschell and Sumukh Avadhani, Pencil is a leading Gen AI marketing platform that covers the full content process—from insights and ideas to creative production, performance prediction, and media deployment—having created over 10 million ads and handled more than $4 billion in media spend, which helps power its predictive AI capabilities.

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