Nectar, an AI-powered marketing operating system, has launched a new "Creator Agent" designed to automate influencer marketing workflows. The tool handles tasks ranging from finding creators and checking content for brand safety to sending personalized messages and managing logistics like product gifting and shipping. The company aims to replace manual processes such as scrolling through social media and maintaining spreadsheets with automated coordination.
The agent searches more than 300 million creator profiles on Instagram and TikTok to identify potential partners. The system analyzes video content to determine if a creator's niche and previous brand partnerships align with a company's requirements. Rather than relying solely on keyword searches, the technology reviews content in context to ensure brand safety. The tool also identifies personal milestones, such as engagements or marathons, to suggest personalized outreach for brands.
Once a match is identified, the agent can draft messages in a brand's specific voice, create custom landing pages for information collection, and manage contracts. The system is designed to remember previous interactions to maintain long-term relationships. CEO Misbah Uraizee said, "Brands can share voice guidelines in any format, and Nectar picks up the rest from their history."
Nectar, founded by sisters Misbah and Farah Uraizee following their time at Meta, joins competitors such as Aspire and GRIN in the race to provide agentic AI assistants for influencer outreach. The launch occurs as U.S. spending on creator advertising is projected to reach $44 billion in 2026, according to the Interactive Advertising Bureau.
The Creator Agent is available globally for Instagram and TikTok creators. Nectar plans to expand access through the Model Context Protocol (MCP), which will allow users to utilize the agent through AI assistants like Claude, ChatGPT, Gemini, and Copilot. The company previously raised $30 million in a Series A round led by Menlo Ventures and its Anthology Fund.
