Nectar, a startup building an AI-powered operating system for marketing, has launched a Creator Agent that automates much of the manual work behind influencer campaigns, from sourcing creators and sending outreach to managing partnerships and tracking results. The agent was announced Thursday and is available globally, covering Instagram creators and TikTokers.
Founded by sisters Misbah and Farah Uraizee, both former Meta employees, Nectar came out of stealth last year and already uses AI agents to help brands manage social media, customer conversations, content moderation, creator partnerships and competitor research.
The company says the new product is meant to replace a process in which marketing teams spend weeks scrolling through social media, building spreadsheets and sending individual direct messages. The Creator Agent searches more than 300 million creator profiles for potential partners, including smaller creators who do not yet have large followings but are gaining traction. It analyzes videos to understand what creators post about, how their content fits a brand, and whether earlier partnerships are appropriate. Nectar says its brand-safety checks review content in context rather than simply matching keywords.
The system produces ranked lists of recommendations and adds new matches as creators grow more popular. Once a match is identified, the agent can draft and send messages in a brand’s voice, build custom landing pages to collect creator information, and help manage contracts, product gifting and shipping details. It also keeps a memory of earlier conversations and interactions, so brands can follow relationships without spreadsheets.
Keeping campaigns on track is the other half of the job. The agent monitors how collaborations perform once they are under way, giving brands a continuing view of which partnerships are producing results rather than a set of disconnected spreadsheets.
Tone, context and personal milestones
CEO Misbah Uraizee said brands can share voice guidelines in any format and the system learns the rest from their history. She said proprietary guardrails keep every draft on tone and in context, because Nectar understands what is being said in a video, reads the tone of a conversation and knows the difference between a quote post on X and a TikTok comment section. A brand should not sound identical in both, she said.
Another feature looks for personal milestones in creators’ lives — an engagement, a new baby, completing a marathon — and suggests a personalized message or gift, aiming to make relationships feel less like one-off advertising deals.
Competition and spending backdrop
Nectar joins other companies offering agentic AI assistants for influencer outreach, including Aspire and GRIN. The launch comes as more brands turn to creators to reach customers. U.S. spending on creator advertising is projected to reach $44 billion in 2026, according to the Interactive Advertising Bureau. As brands work with hundreds or even thousands of creators, keeping track of relationships and measuring results becomes more difficult.
Nectar plans to offer an MCP integration so teams can use the Creator Agent through assistants including Claude, ChatGPT, Gemini and Copilot or through custom agents. In May it raised a $30 million Series A led by Menlo Ventures and its Anthology Fund, a joint initiative with Anthropic.