Nectar, an AI-powered marketing platform, announced Thursday the release of a new AI agent built to handle the time-consuming work of influencer marketing, from locating suitable creators to reaching out, managing partnerships, and measuring campaign outcomes. Founded by Misbah and Farah Uraizee, both formerly with Meta, the company emerged from stealth last year offering AI-driven tools for social media management, customer interactions, content moderation, creator collaborations, and competitive analysis. The new "Creator Agent" aims to replace weeks of manual research, spreadsheet building, and direct messaging with automated workflows that handle discovery, communication, and tracking.
The system searches more than 300 million creator profiles to identify potential partners, including emerging creators without large followings who are building momentum. It analyzes video content to determine what subjects creators cover, how their material aligns with a brand's identity, and whether past brand collaborations are suitable. The agent performs brand safety reviews by examining content contextually rather than relying solely on keyword searches, then generates ranked recommendation lists and updates matches as creators grow in popularity. Once promising partners are identified, it drafts and sends outreach messages matching a brand's tone, builds custom landing pages for creator information collection, and assists with contracts, product gifting, and logistics. The agent also tracks past conversations and interactions, eliminating the need for manual relationship management through spreadsheets.
According to CEO Misbah Uraizee, "Brands can share voice guidelines in any format, and Nectar picks up the rest from their history," with proprietary guardrails ensuring every draft stays on brand and contextually appropriate. The system understands video content, reads conversational tone, and recognizes platform differences—a quote post on X requires different language than a TikTok comment, and the agent adjusts accordingly. An additional feature monitors personal milestones in creators' lives, such as engagements, new children, or athletic achievements, then suggests personalized messages or gifts to help brands cultivate relationships that feel less transactional. The report notes that Nectar joins competitors including Aspire and GRIN in introducing agentic AI tools for influencer outreach automation.
The launch arrives as brands increasingly rely on creators to connect with customers, with U.S. spending on creator advertising projected to hit $44 billion in 2026, according to the Interactive Advertising Bureau. As companies engage hundreds or thousands of creators simultaneously, tracking relationships and evaluating performance becomes increasingly complex, creating demand for automated systems. Creator Agent is available globally starting today for Instagram creators and TikTokers, with plans to offer the agent through its Model Context Protocol, allowing teams to access it via AI assistants including Claude, ChatGPT, Gemini, and Copilot, as well as proprietary custom agents. Nectar secured a $30 million Series A round this past May led by Menlo Ventures and its Anthology Fund, a joint initiative launched with Anthropic.
The automation of creator discovery and relationship management represents a fundamental shift in how brands allocate marketing resources, though the quality of AI-generated outreach will determine whether creators view these tools as efficiency gains or impersonal spam at scale. Companies embracing agentic systems will need to balance speed with authenticity, ensuring automated personalization doesn't sacrifice the human connection that makes influencer partnerships effective in the first place.