Marketing startup Nectar launches AI agent to automate creator partnerships

Nectar has launched an artificial intelligence tool called Creator Agent to automate influencer marketing tasks for brands. Founded by former Meta employees and sisters Misbah Uraizee and Farah Uraizee, the marketing startup announced the new system on Thursday. The tool searches through more than 300 million creator profiles on Instagram and TikTok to help brands find suitable partners. It reviews videos to check content, brand safety, and past partnerships before building ranked lists of recommendations.

Operations And Outreach

Once a creator is selected, the agent writes and sends direct messages in a brand's voice using custom voice guidelines. It also builds custom landing pages to gather information, handles contracts, manages product gifting, and tracks shipping details. CEO Misbah Uraizee states that the software includes custom guardrails to keep drafts on tone and context across different social platforms. The system can even spot personal milestones in a creator's life, such as an engagement or a new baby, and suggest personalized gifts or messages.

Market And Future Plans

US spending on creator advertising is projected to reach $44 billion in 2026, according to the Interactive Advertising Bureau. Nectar joins other companies like Aspire and GRIN in offering agentic AI tools for influencer outreach. Nectar plans to offer its agent through the Model Context Protocol so teams can use it with AI assistants such as Claude, ChatGPT, Gemini, and Copilot. In May, Nectar raised a $30 million Series A funding round led by Menlo Ventures and its Anthology Fund.

Context

Influencer marketing has grown into a major part of digital advertising as brands shift away from traditional media channels. Managing thousands of creator relationships simultaneously often requires extensive manual work, leading many tech companies to build automated software solutions. Nectar's product launch reflects a wider industry push to integrate generative artificial intelligence into everyday business workflows.