Nectar, the AI marketing platform founded by former Meta employees Misbah and Farah Uraizee, has launched a Creator Agent that aims to automate most of the manual work in influencer marketing, from finding creators to contacting them and tracking how campaigns perform.
The company announced the launch on Thursday, 12 November, in the US, which was early Friday, 13 November, in Malaysia. TechCrunch also reported the news.
What the agent does
Nectar says the Creator Agent searches more than 300 million creator profiles, including smaller creators who are gaining traction before they have a large following. It analyses videos to understand what creators post about, how well they fit a brand and whether their past brand deals are suitable. It also checks brand safety by reviewing content in context instead of only matching keywords.
Once it finds a match, the agent can:
- draft and send messages in a brand’s voice,
- create landing pages to collect creator details,
- help manage contracts, product gifting and shipping, and
- remember past conversations so teams do not have to track relationships in spreadsheets.
It can also spot personal milestones in a creator’s life, such as an engagement, a new baby or a finished marathon, and suggest a personal message or gift.
“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,” CEO Misbah Uraizee told TechCrunch. “A brand should not sound identical in both, and with Nectar it doesn’t.”
The Creator Agent is available now to Nectar customers and covers Instagram and TikTok creators globally. Nectar plans to make it available through the Model Context Protocol (MCP), so teams can use it from AI assistants such as Claude, ChatGPT, Gemini and Copilot, or from their own agents.
Backed by Menlo and Anthropic’s fund
Nectar came out of stealth last year. In May it raised a $30 million Series A led by Menlo Ventures and its Anthology Fund, a joint initiative with Anthropic. The new agent adds to a platform that already uses AI agents for social media management, customer conversations, content moderation and competitor research.
The Next Unicorn take
Creator marketing is getting too big to run by hand. TechCrunch cited Interactive Advertising Bureau figures that put US spending on creator advertising at an expected $44 billion in 2026, and brands now work with hundreds or thousands of creators at a time. That makes discovery and relationship tracking a natural target for AI agents.
Nectar is not alone. Influencer platforms such as Aspire and GRIN are also adding agentic assistants. Nectar’s edge, if it has one, is that the creator agent sits inside a wider marketing platform that already holds a brand’s customer conversations and social data. The risk is the same one every outreach agent faces: automated messages that feel automated. How well the agent keeps a brand’s tone will decide whether creators answer.
