Nectar, an AI-driven operating system for marketing, is introducing a new AI agent built to eliminate much of the manual labor involved in influencer marketing—everything from identifying suitable creators and reaching out to them, to overseeing partnerships and monitoring results. The company, founded by sisters Misbah and Farah Uraizee, both former Meta employees, emerged from stealth last year and leverages AI agents to assist brands with social media management, customer interactions, content moderation, creator collaborations, and competitive research.

Announced Thursday, the new "Creator Agent" is capable of searching for creators, reviewing their content and brand affiliations, sending tailored messages, coordinating collaborations, and tracking campaign performance. Rather than having marketing teams devote weeks to scrolling through social platforms, assembling spreadsheets, and dispatching individual DMs, Nectar aims to have its agent manage much of that work automatically.

Nectar is joining a growing group of companies rolling out agentic AI assistants built to automate influencer outreach, including Aspire and GRIN. The launch also coincides with more brands increasingly turning to creators to connect with customers. According to the Interactive Advertising Bureau, U.S. spending on creator advertising is projected to hit $44 billion in 2026. As companies collaborate with hundreds or even thousands of creators, keeping tabs on relationships and measuring outcomes can become quite challenging.

Nectar says its Creator Agent scans more than 300 million creator profiles to identify potential partners, including smaller creators who may not yet have a large following but are gaining momentum. The system examines videos to understand what creators post about, how their content aligns with a brand, and whether their prior partnerships are suitable. It also evaluates brand safety by reviewing content in context rather than merely searching for specific keywords. Nectar then generates ranked lists of recommendations and adds new matches as creators grow more popular.

Once it identifies a potential match, the agent can compose and send messages in a brand's voice, build custom landing pages to gather creator information, and help manage contracts, product gifting, and shipping logistics. It also retains memory of previous conversations and interactions, enabling brands to track relationships without depending on spreadsheets. "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."

Another capability detects personal milestones in creators' lives—such as an engagement, the arrival of a new baby, or finishing a marathon. The agent can then propose a personalized message or gift, helping brands cultivate relationships that feel less like one-off advertising transactions. Creator Agent is available today globally and supports Instagram creators and TikTokers. The company intends to make the agent accessible through its Model Context Protocol (MCP), enabling teams to use it via AI assistants such as Claude, ChatGPT, Gemini, and Copilot, as well as their own custom-built agents. This past May, Nectar raised a $30 million Series A round led by Menlo Ventures and its Anthology Fund, a joint initiative launched with Anthropic.