Nectar, an AI-powered marketing operating system, has introduced a new AI agent designed to reduce the heavy manual workload involved in influencer marketing—tasks that include identifying suitable creators, reaching out to them, managing partnerships, and tracking results.
Founded by sisters Misbah and Farah Uraizee—both former Meta employees—and officially launched last year, Nectar leverages AI agents to help brands manage social media, customer conversations, content moderation, creator collaborations, and competitor research.
On Thursday, Nectar unveiled its new “Creator Agent” feature, which can search for creators, review their content and brand partnerships, send personalized outreach messages, coordinate collaborations, and monitor campaign performance. Nectar aims for its agent to automate the bulk of this work, replacing the traditional, time-consuming process where marketing teams spend weeks scouring social media, building spreadsheets, and sending direct messages.
Nectar joins other companies—such as Aspire and GRIN—that have introduced intelligent AI assistants designed to automate influencer collaborations. This launch comes as an increasing number of brands turn to content creators to reach consumers. According to the Interactive Advertising Bureau (IAB), U.S. spending on creator-led advertising is projected to reach $44 billion by 2026. As companies scale their efforts to work with hundreds or even thousands of creators, tracking these partnerships and measuring their impact can become exceptionally challenging.
Nectar states that its Creator Agent searches through more than 300 million creator profiles to identify potential partners, including those with smaller but growing audiences. The system analyzes videos to understand the type of content a creator produces, their alignment with a brand, and the suitability of their past collaborations. Furthermore, it reviews content based on context—rather than relying solely on keyword searches—to ensure brand safety.
Nectar then generates ranked recommendation lists, continuously adding new matches as creators gain popularity.
Once potential matches are identified, the agent can draft and send messages in the brand’s own tone of voice, create custom landing pages to collect creator information, and assist with managing contracts, product gifting, and shipping logistics. It can also remember previous conversations and interactions, allowing brands to track partnerships without relying on spreadsheets.
“Brands can share voice-based guidelines in any format, and Nectar will automatically supplement them based on historical data,” CEO Misbah Uraizee told TechCrunch. “Furthermore, Nectar employs a proprietary set of guiding principles to ensure every draft aligns with the intended tone and context. Nectar can understand the content of a video, interpret the tone of a conversation, and distinguish between a quoted post on X and a comment on TikTok. A brand’s tone shouldn’t be identical across these different platforms—and Nectar is designed to handle exactly that.”
Another feature tracks significant milestones in a creator’s life, such as an engagement, the birth of a child, or completing a marathon. Agents can then suggest personalized congratulatory messages or gifts, helping brands foster long-term partnerships rather than just one-off advertising collaborations.
Creator Agent is now available globally, covering creators on both Instagram and TikTok.
The company plans to offer this agent via its Model Context Protocol (MCP), enabling teams to utilize it through AI assistants such as Claude, ChatGPT, Gemini, and Copilot, as well as through their own custom-built agents.
In May of this year, Nectar closed a $30 million Series A funding round led by Menlo Ventures and its Anthology Fund—an initiative launched in partnership with Anthropic.