Nectar Deploys Creator Agent to Automate Influencer Discovery and Partnership Management

Nectar, a marketing operating system built on AI agents, has unveiled its Creator Agent, a tool designed to eliminate the tedious work involved in influencer marketing. The agent handles creator discovery, personalized outreach, partnership coordination, and performance measurement—tasks that traditionally demand significant time investment from marketing teams.

The startup, founded by sisters Misbah and Farah Uraizee—both alumni of Meta—emerged from stealth mode last year with a platform that leverages AI agents across multiple marketing functions including social media management, customer engagement, content moderation, creator relationships, and competitive analysis. Thursday's announcement marks the introduction of its most specialized agent to date.

Nectar's Creator Agent indexes more than 300 million creator profiles to identify potential brand partners, with particular attention to emerging creators who show momentum despite smaller current audiences. The system analyzes video content to assess alignment with brand values and reviews existing partnerships to ensure brand safety—evaluating context rather than relying on keyword matching alone.

The platform generates ranked lists of recommendations and continuously updates matches as creators gain followers. Once a suitable creator is identified, the agent drafts and sends personalized messages reflecting the brand's voice, creates landing pages for information collection, and manages logistics including contracts, product shipments, and gifting. The system maintains relationship history, eliminating the need for spreadsheet-based tracking.

According to CEO Misbah Uraizee, "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."

An additional capability identifies personal milestones in creators' lives—engagements, births, athletic achievements—and suggests personalized messages or gifts. This feature aims to deepen brand-creator relationships beyond transactional advertising arrangements.

Creator Agent is now available worldwide for Instagram and TikTok creators. Nectar intends to integrate the agent through its Model Context Protocol (MCP), enabling access via Claude, ChatGPT, Gemini, Copilot, and proprietary agent systems.

Nectar enters a competitive space alongside platforms like Aspire and GRIN, which similarly automate influencer outreach. The timing aligns with growing reliance on creator partnerships as a marketing channel. The Interactive Advertising Bureau projects U.S. creator advertising spending will reach $44 billion by 2026, with brands managing hundreds or thousands of creator relationships simultaneously—a scale that makes relationship tracking and performance measurement increasingly complex.

The company raised $30 million in Series A funding last May, led by Menlo Ventures and its Anthology Fund, a collaborative initiative with Anthropic.