Nectar, an AI-powered operating system for marketing, has introduced a new AI agent intended to automate much of the manual work involved in influencer marketing — from finding suitable creators and vetting their content to outreach, partnership coordination and performance tracking. The company says the tool aims to replace weeks of social media browsing, spreadsheet work and individual direct messaging typically handled by marketing teams.
Company background
Nectar was founded by sisters Misbah and Farah Uraizee, both former Meta employees. The company emerged from stealth last year and offers AI agents to assist brands with social media management, customer conversations, content moderation, creator partnerships and competitor research.
What Creator Agent does
Announced Thursday, Creator Agent can search for creators, evaluate their content and prior brand partnerships, send personalized messages, coordinate collaborations and monitor campaign performance. Key capabilities include:
- Searching more than 300 million creator profiles to surface potential partners, including smaller creators who are gaining traction.
- Analyzing videos to determine what creators post about, how their content aligns with a brand, and whether their past partnerships are appropriate.
- Assessing brand safety by reviewing content in context rather than relying solely on keyword matches.
- Producing ranked recommendation lists and updating matches as creators’ popularity changes.
Outreach and relationship management
When the agent identifies a match, it can draft and send messages in the brand’s voice, create custom landing pages to collect creator information, and assist with contracts, product gifting and shipping logistics. The agent also retains conversation history so brands can track relationships without resorting to spreadsheets.
On-brand messaging and context
Nectar CEO Misbah Uraizee told TechCrunch: “Brands can share voice guidelines in any format, and Nectar picks up the rest from their history. 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.”
Personalized engagement
Creator Agent can also detect personal milestones in creators’ lives — such as engagements, a new baby or completing a marathon — and suggest a personalized message or gift. Nectar positions this feature as a way to foster longer-term relationships that feel less transactional.
Availability and integrations
Creator Agent is available globally and currently covers Instagram creators and TikTokers. Nectar intends to expose the agent through its Model Context Protocol (MCP), enabling teams to use it via AI assistants like Claude, ChatGPT, Gemini and Copilot, as well as through their own custom agents.
Market context and funding
The launch comes as more brands turn to creators for customer reach: the Interactive Advertising Bureau expects U.S. spending on creator advertising to reach $44 billion by 2026. As companies engage hundreds or thousands of creators, tracking relationships and measuring impact becomes increasingly challenging.
In May, Nectar raised a $30 million Series A round led by Menlo Ventures and its Anthology Fund, a joint initiative launched with Anthropic.
