AI Marketing Firm Nectar Launches Creator Agent to Automate Influencer Discovery and Outreach
Nectar releases a new AI agent capable of searching 300 million creator profiles and automating outreach, contracts, and tracking to simplify brand marketing workflows.
Nectar, an AI-powered operating system for marketing, announced the launch of its new "Creator Agent" on Thursday. The tool is designed to take much of the manual work out of influencer marketing, from finding the right creators to contacting them, managing partnerships, and tracking results.
According to TechCrunch, the agent can search more than 300 million creator profiles, analyze videos to understand what creators post about and how their content fits a brand, and check brand safety by reviewing content in context rather than simply searching for specific keywords. Once it finds a potential match, the agent can draft and send messages in a brand’s voice, create custom landing pages to collect creator information, and help manage contracts, product gifting, and shipping details.
CEO Misbah Uraizee stated that brands can share voice guidelines in any format, and Nectar picks up the rest from their history, sitting on top of proprietary guardrails that keep every draft on tone and in context.
The launch comes as more brands turn to creators to reach customers. U.S. spending on creator advertising is expected to reach $44 billion in 2026, according to the Interactive Advertising Bureau. As companies work with hundreds or even thousands of creators, keeping track of relationships and measuring results can get pretty difficult.
Creator Agent is available today globally and covers Instagram creators and TikTokers. The company plans to make the agent available through its Model Context Protocol (MCP), allowing teams to use it through AI assistants such as Claude, ChatGPT, Gemini, and Copilot, as well as their own custom-built agents.