Nectar, the AI-powered marketing operating system, releases a new AI agent designed to take a lot of the manual work out of influencer marketing, from finding and reaching out to the right creators, managing partnerships, and tracking results.
Founded by sisters Misbah Uraiseeh and Farah Uraiseeh, former Meta employees, Nectar came out of stealth last year and uses AI agents to help brands manage social media, customer conversations, content moderation, creator partnerships, and competitor research.
Its new “Creator Agent,” announced Thursday, can search for creators, review content and brand partnerships, send personalized messages, coordinate collaborations and monitor campaign performance. Rather than having marketing teams spend weeks scrolling through social media, creating spreadsheets, and sending individual DMs, Nectar wants to empower agents to handle much of that work automatically.
Nectar joins other companies such as Aspire and GRIN that have introduced agent AI assistants designed to automate reaching influencers. The announcement comes as more brands turn to creators to reach customers. Spending on creator advertising in the U.S. is expected to reach $44 billion in 2026, according to the Interactive Advertising Bureau. As companies collaborate with hundreds or even thousands of creators, it can become extremely difficult to track relationships and measure results.
According to Nectar, creator agents search the profiles of over 300 million creators to find potential partners. This includes small creators who don’t yet have large followings but are gaining attention. The system analyzes videos to understand what creators are posting, how the content fits with their brand, and whether previous partnerships are a good fit. We also check for brand safety by reviewing content in context, rather than simply searching for specific keywords.
Nectar then creates a ranked list of recommendations and adds new matches as creators grow in popularity.
Once potential matches are found, agents can create and send messages in your brand’s voice, create custom landing pages to collect creator information, and help manage contracts, product gifts, and shipping details. It also remembers previous conversations and interactions, allowing brands to track relationships without relying on spreadsheets.
“Brands can share their audio guidelines in any format, and Nectar will pick up the rest from its history,” CEO Misbah Uraizee told TechCrunch. “On top of that, we have a unique set of guardrails in place that keep every draft in tune and in context. Nectar understands what’s being said in the video, reads the tone of the conversation, and knows the difference between a quote post on X and a TikTok comment section. Your brand shouldn’t sound the same on both, and that’s not the case with Nectar.”
Another feature looks for personal milestones in the creator’s life, such as an engagement, childbirth, or completing a marathon. Agents can suggest personalized messages and gifts, allowing brands to build relationships that feel less like a one-time advertising deal.
Creator Agent is currently available globally and covers Instagram creators and TikTokers.
The company plans to make agents available through the Model Context Protocol (MCP), allowing teams to use them through AI assistants like Claude, ChatGPT, Gemini, Copilot, and their own custom-built agents.
In May of this year, Nectar raised $30 million in a Series A round led by Anthology Fund, a joint initiative launched with Menlo Ventures and Anthropic.
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