Nectar, an AI-powered marketing operating system, has launched a new AI agent designed to automate key aspects of influencer marketing, including creator discovery, outreach, partnership management, and campaign performance tracking.
Founded by sisters Misbah and Farah Uraizee, both former Meta employees, Nectar emerged from stealth last year. The company uses AI agents to help brands manage social media operations, customer interactions, content moderation, creator partnerships, and competitor research.
The new Creator Agent enables brands to identify potential influencers, evaluate their content and existing brand collaborations, send personalised outreach messages, coordinate partnerships, and track campaign performance. Through automation, Nectar aims to reduce the time marketing teams spend manually searching social media platforms, maintaining spreadsheets, and contacting individual creators.
Nectar enters a growing market alongside companies such as Aspire and GRIN, which are also developing agentic AI solutions to automate influencer outreach and partnership management.
The launch comes as brands increasingly rely on content creators to connect with consumers. According to the Interactive Advertising Bureau, US spending on creator advertising is expected to reach $44 billion in 2026. However, managing relationships and measuring campaign effectiveness can become increasingly complex as businesses collaborate with hundreds or thousands of creators.
Nectar said its Creator Agent scans more than 300 million creator profiles to identify potential brand partners, including emerging influencers who may have smaller audiences but are gaining popularity. The platform analyses video content to understand creators’ subject areas, assess brand alignment, and evaluate their previous partnerships. Additionally, its brand safety capabilities examine content within its broader context rather than relying solely on keyword searches.
The system then generates ranked creator recommendations and continuously identifies new potential partners as their popularity increases.
Once the platform identifies suitable creators, the agent can draft and send personalised messages that reflect a brand’s communication style. It can also generate customised landing pages to collect creator information and assist with partnership agreements, product gifting, and shipping coordination. Furthermore, the system retains records of previous conversations and interactions, enabling brands to manage creator relationships without depending on manual spreadsheets.
“Brands can share voice guidelines in any format, and Nectar picks up the rest from their history,” CEO Misbah Uraizee said. “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.”
The Creator Agent also incorporates a personalised engagement feature that identifies significant milestones in creators’ lives, such as engagements, the arrival of a new baby, or completing a marathon. Based on these events, the system can recommend customised messages or gifts, helping brands establish more meaningful relationships with influencers beyond individual advertising campaigns.
Nectar’s Creator Agent is now available globally and supports creators on Instagram and TikTok.
