Nectar Introduces AI Agent to Automate Creator Discovery and Outreach for Brands

Image: TechCrunch · Source

Nectar launches Creator Agent, an AI-powered tool that automates influencer discovery, outreach, partnership management, and campaign tracking to streamline influencer marketing for brands globally.

Nectar, an AI-driven marketing operating system, has unveiled its new Creator Agent designed to automate many labor-intensive aspects of influencer marketing. Founded by sisters Misbah and Farah Uraizee, formerly of Meta, Nectar emerged from stealth mode last year and focuses on assisting brands with managing social media, customer engagement, content moderation, creator collaborations, and competitive analysis using AI agents.

The recently announced Creator Agent simplifies the influencer marketing workflow by searching for creators, analyzing their content and existing brand partnerships, sending personalized communications, coordinating collaborations, and monitoring campaign performance. This AI solution replaces the traditional process requiring marketing teams to manually browse social media, curate spreadsheets, and send individual direct messages, thereby saving significant time and effort.

Nectar's Creator Agent searches through over 300 million creator profiles, identifying potential partners including emerging creators gaining momentum but not yet widely recognized. Its video analysis capabilities allow it to understand the themes creators focus on, evaluate their alignment with brand values, and assess the suitability of their prior partnerships. Unlike simplistic keyword filters, the system evaluates content contextually to ensure brand safety.

Based on these analyses, the AI generates ranked lists of recommended creators and dynamically updates matches as creators grow in popularity. Once a prospective creator is selected, the agent drafts and sends outreach messages tailored to the brand’s voice, creates personalized landing pages to collect creator data, and facilitates the management of contracts, product gifting, and shipping logistics. The Creator Agent also archives all previous communications to maintain relationship continuity without reliance on spreadsheets.

According to CEO Misbah Uraizee, brands can provide voice guidelines in any format, which the AI agent uses along with historical data and proprietary safeguards to maintain appropriate tone and context across various social platforms. The system distinguishes differences between content types, such as a quote post on X or a TikTok comment, ensuring brand messaging remains contextually appropriate.

Furthermore, the agent can detect personal milestones in creators’ lives, such as engagements or marathons, and recommend personalized messages or gifts to cultivate more authentic and long-term relationships rather than transactional advertising connections.

Currently, Creator Agent is available worldwide with support for Instagram and TikTok creators. Nectar plans to integrate the agent through its Model Context Protocol (MCP), enabling teams to access it via AI assistants like Claude, ChatGPT, Gemini, Copilot, and custom-built tools.

Nectar recently secured a $30 million Series A round led by Menlo Ventures and its Anthology Fund, a partnership with Anthropic, underscoring investor confidence in its AI-driven marketing solutions. This launch positions Nectar alongside other firms innovating influencer marketing automation such as Aspire and GRIN, amid industry forecasts predicting that U.S. creator advertising spend will reach $44 billion by 2026.