Coty Builds End-to-End Gen AI Content System
Coty is partnering with Pencil to put real-time, AI-enabled content creation at the core of Coty's consumer beauty division.
The generative AI marketing platform's sister company, Jellyfish, is in charge of the transformation and creative, embedding Pencil's end-to-end content platform across Coty's consumer beauty brands. This enables creative and marketing teams to generate, deploy and optimize images and videos with greater speed, scale and efficiency.
Beginning July 1, Pencil is establishing a dedicated, embedded team at Coty, one that's fully integrated into campaign workflows across brands and markets on a global scale.
"Our brands operate in a high‑velocity consumer environment, but speed without control doesn't scale," Gordon von Bretten, president of consumer beauty at Coty, said in a media release. "This partnership allows us to increase the pace and volume of content creation while maintaining governance, brand integrity and data ownership. It's a step change in how we operationalize creativity across consumer beauty."
Pencil will support the full workflow of content, from ideation to copywriting through image and video production as it meets enterprise standards for governance, security and IP ownership. This platform ensures that Coty retains full ownership of its brands, assets and data throughout.
"The brands who 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," said Will Hanschell, Pencil co-founder and CEO. "This focus on end-to-end application at scale means the opportunity to extract value from AI and drive growth is huge."
For Coty, the partnership is at the center of a broader content transformation, alongside initiatives that include new digital set management capabilities, digital twins and virtual production. Together, the investments underscore a shared ambition to scale creativity responsibly, improve efficiency and build a marketing ecosystem fit for the pace of modern consumers.
Coty consumer brands include CoverGirl, Rimmel and Sally Hansen.
Pencil has made 10 million ads and has processed more than $4 billion in media spend since 2018.
