Nectar, an AI marketing operating system, is launching a new agent to automate the manual work of influencer marketing. The tool handles finding creators, contacting them, managing partnerships, and tracking results. Founded by sisters Misbah and Farah Uraizee, former Meta employees, the company emerged from stealth last year. It uses AI agents to assist brands with social media management, customer conversations, content moderation, creator partnerships, and competitor research.
Announced Thursday, the new “Creator Agent” searches for creators, reviews their content and existing brand partnerships, sends personalised messages, coordinates collaborations, and monitors campaign performance. The goal is to replace weeks of marketing teams scrolling through social media, building spreadsheets, and sending individual direct messages.
Nectar joins other firms introducing agentic AI assistants for influencer outreach, including Aspire and GRIN. The launch arrives as more brands turn to creators to reach customers. U.S. spending on creator advertising is expected to reach $44 billion in 2026, according to the Interactive Advertising Bureau. As companies work with hundreds or even thousands of creators, keeping track of relationships and measuring results becomes difficult.
Nectar states its Creator Agent searches more than 300 million creator profiles to find potential partners. This includes smaller creators who may not yet have a large following but are gaining traction. The system analyses videos to understand what creators post about, how their content fits a brand, and whether their previous partnerships are appropriate. It also checks brand safety by reviewing content in context rather than simply searching for specific keywords.
The company then creates ranked lists of recommendations and adds new matches as creators become more popular.
Once it finds a potential match, the agent can draft and send messages in a brand’s voice, create custom landing pages to collect creator information, and help manage contracts, product gifting, and shipping details. It also remembers previous conversations and interactions, so brands can keep track of relationships without relying on spreadsheets.
“Brands can share voice guidelines in any format, and Nectar picks up the rest from their history,” CEO Misbah Uraizee tells TechCrunch. “On top of that sits a set of proprietary guardrails that keep every draft on tone and in context. Nectar understands what is being said in a video, reads the tone of the conversation, and knows the difference between a quote post on X and a TikTok comment section. A brand should not sound identical in both, and with Nectar it doesn’t.”
Another feature looks for personal milestones in creators’ lives, such as an engagement, a new baby, or completing a marathon. The agent can then suggest a personalised message or gift, helping brands build relationships that feel less like one-off advertising deals.
Creator Agent is available today globally and covers Instagram creators and TikTokers.
The company plans to make the agent available through its Model Context Protocol (MCP), allowing teams to use it through AI assistants such as Claude, ChatGPT, Gemini, and Copilot, as well as their own custom-built agents.
This past May, Nectar raised a $30 million Series A round led by Menlo Ventures and its Anthology Fund, which is a joint initiative launched with Anthropic.
What it means
Brands can now offload the administrative burden of influencer campaigns to an automated system. The tool handles the heavy lifting of discovery and initial contact while maintaining brand voice across different platforms. It also adds a layer of personalisation by recognising life events in a creator’s feed, allowing for more genuine relationship building rather than transactional advertising.
