Nectar launches AI agent to automate influencer marketing for brands

Automating the influencer pipeline

Nectar is launching a new AI agent designed to streamline the entire influencer marketing lifecycle for brands. The platform aims to replace the manual labor of scrolling through social media feeds and building complex spreadsheets to find the right partners. Instead, the Creator Agent handles the heavy lifting of discovery, outreach, and long-term relationship management.

The tool is built to manage the logistics of marketing campaigns, including coordinating collaborations and tracking performance metrics. It also handles administrative tasks like managing contracts, organizing product gifting, and overseeing shipping details. By automating these steps, Nectar intends to help marketing teams move faster while maintaining a high volume of creator interactions.

The company, founded by former Meta employees Misbah and Farah Uraizee, recently came out of stealth to offer this suite of services. Their platform already helps brands with content moderation and competitor research, but this new agent focuses specifically on the creator economy. It is designed to help brands scale their presence on platforms like TikTok and Instagram.

Contextual discovery and safety

One of the primary challenges for brands is finding creators whose content aligns with their specific identity and safety standards. Nectar's agent searches more than 300 million creator profiles to find potential matches, including smaller creators who are gaining traction but lack massive followings. The system analyzes videos to determine what creators post about and whether their previous partnerships are appropriate for a new brand.

Unlike simpler tools that might rely on keyword searches, Nectar uses AI to understand the actual context of a creator's content. This allows the system to evaluate brand safety by reviewing the surrounding environment of a post rather than just looking for specific forbidden words. The agent then organizes these findings into ranked lists of recommendations for the brand's marketing team.

The platform also keeps track of creators as they become more popular over time. This means brands can maintain a pipeline of potential partners who are growing in influence. By constantly monitoring the landscape, the agent ensures that brands are always aware of new creators who fit their specific niche or aesthetic requirements.

Personalized outreach at scale

A major hurdle in influencer marketing is making outreach feel authentic rather than like a mass blast. Nectar's Creator Agent addresses this by drafting and sending messages in a specific brand voice. The system can learn from a brand's history to ensure that the tone remains consistent across different types of interactions and platforms.

The agent is capable of distinguishing between different social contexts, such as a quote post on X versus a comment section on TikTok. According to CEO Misbah Uraizee, the system understands the difference in tone required for each space. This ensures that a brand does not sound identical or out of place when communicating with different types of audiences or creators.

To further humanize the process, the agent looks for personal milestones in a creator's life, such as a new baby, an engagement, or completing a marathon. It can then suggest personalized messages or gifts based on these events. This approach helps brands build deeper relationships that feel like genuine connections rather than one-off advertising deals.

Integration and future growth

Nectar is making the Creator Agent available globally today, specifically covering creators on Instagram and TikTok. The company plans to expand the tool's reach by making it available through the Model Context Protocol (MCP). This protocol allows teams to use the agent through popular AI assistants like Claude, ChatGPT, Gemini, and Copilot, or even within their own custom-built systems.

The launch comes at a time of significant growth for the creator economy. As more brands turn to creators to reach their customers, the need for efficient management tools becomes more critical. Nectar's goal is to provide a centralized operating system that removes the friction of managing hundreds or thousands of individual creator relationships.

The company recently secured a $30 million Series A round led by Menlo Ventures and its Anthology Fund. This funding, which is a joint initiative with Anthropic, supports Nectar's mission to build agentic AI assistants. By providing a structured way to manage the creator economy, Nectar aims to become a standard tool for modern marketing departments.