Nectar, an artificial intelligence-powered marketing platform, has launched a new agent designed to automate much of the work involved in influencer marketing, from identifying suitable creators and initiating contact to managing partnerships and tracking campaign performance.
The new product, called Creator Agent, is intended to reduce the time marketing teams spend searching social media for potential partners, reviewing their content, negotiating collaborations, and monitoring results. Instead of relying on spreadsheets and manually sending direct messages, brands can use the agent to manage much of the process through automated workflows.
Founded by sisters Misbah and Farah Uraizee, both former Meta employees, Nectar emerged from stealth last year. Its platform uses AI agents to help companies manage social media operations, customer conversations, content moderation, creator partnerships and competitor research.
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Announced on Thursday, Creator Agent can search for influencers, assess their content and previous brand partnerships, send personalized outreach messages, coordinate collaborations and track campaign performance.
The launch comes as companies increasingly use content creators to reach consumers and as the scale of influencer campaigns makes relationship management more complicated. US spending on creator advertising is expected to reach $44 billion in 2026, according to the Interactive Advertising Bureau.
As brands expand their networks to hundreds or thousands of creators, identifying suitable partners and maintaining individual relationships can become a substantial operational burden. Nectar is positioning its product as a way to manage that growing workload without requiring marketing teams to expand their manual processes at the same pace.
Nectar says Creator Agent can search more than 300 million creator profiles across Instagram and TikTok to identify potential partners, including smaller accounts that may be attracting attention before building large followings.
The system analyses creators’ videos to understand the subjects they cover, assess whether their content aligns with a brand, and review their previous commercial partnerships. It also evaluates brand safety by examining content in context rather than relying solely on keyword searches.
That distinction is important for influencer marketing, where a creator’s suitability cannot always be determined by isolated words or phrases. Context, tone, and the nature of a creator’s previous posts can influence whether a partnership fits a company’s brand guidelines.
The agent generates ranked recommendations and updates its matches as creators gain popularity, allowing brands to identify emerging talent rather than concentrating exclusively on established influencers.
After identifying a potential partner, Creator Agent can draft and send messages using a brand’s preferred voice, create customized landing pages to collect information from creators, and assist with contracts, product gifting, and shipping arrangements. It also retains records of previous conversations and interactions, giving marketing teams a centralized view of relationships that might otherwise be scattered across email accounts, social media messages and spreadsheets.
Misbah Uraizee, Nectar’s chief executive, said the system can learn a brand’s communication style from guidelines supplied in different formats and its previous interactions.
“Brands can share voice guidelines in any format, and Nectar picks up the rest from their history,” Uraizee told 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 attempts to make creator relationships more personal by identifying milestones in influencers’ lives, such as engagements, the arrival of a new baby, or completing a marathon. The agent can recommend tailored messages or gifts based on those events, helping brands maintain relationships beyond individual advertising campaigns.
The approach moves influencer management beyond audience size and engagement metrics towards a more continuous relationship between brands and creators. However, the value of such personalisation will depend on how accurately the system identifies relevant information and how appropriately brands use it.
Nectar enters growing market for AI marketing agents
Creator Agent enters a market where companies are increasingly developing AI assistants to automate influencer outreach and campaign management. Nectar joins platforms such as Aspire and GRIN, which also provide tools for managing creator relationships and marketing campaigns.
The competitive opportunity lies in reducing the operational costs of running influencer programmes while improving the process of matching brands with creators. Automating discovery and communication could allow marketing teams to manage larger networks, but the quality of recommendations and the effectiveness of resulting campaigns will remain important measures of performance.
Nectar said Creator Agent is available globally and currently supports creators on Instagram and TikTok.
The company also plans to make the agent accessible through the Model Context Protocol (MCP), allowing marketing teams to use it through AI assistants including Claude, ChatGPT, Gemini and Copilot, as well as their own custom-built agents.
MCP integration could make the product available within existing AI workflows rather than requiring users to operate it exclusively through Nectar’s platform. That approach may broaden its reach among businesses already using third-party AI assistants for marketing and other operations.
Nectar raised $30 million in a Series A funding round in May, led by Menlo Ventures and its Anthology Fund, a joint initiative launched with Anthropic.
The launch adds to the growing push to turn AI from a tool that assists individual marketing tasks into agents capable of carrying out connected workflows. For Nectar, the commercial test will be whether brands trust the system to manage creator relationships at scale while maintaining the personal judgement, brand alignment and oversight that influencer partnerships require.