Nectar launches creator outreach automation for influencer marketing

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Nectar creator outreach automation

Highlights

Nectar launches Creator Agent, an AI-powered tool that scans over 300 million profiles, automates influencer identification, outreach, and contract management for marketers.
U.S. spending on creator advertising is projected to hit $44 billion by 2026, with Nectar targeting operational pain points as marketers manage relationships with thousands of creators.
Nectar raised $30 million in Series A funding in May led by Menlo Ventures and Anthology Fund and today launched Creator Agent globally for Instagram and TikTok creators.

Creator agent expands Nectar's marketing tools

As reported by TechCrunch, Nectar is launching its new Creator Agent on Thursday as part of its broader AI-powered operating system for marketing. The company, founded by former Meta employees and sisters Misbah and Farah Uraizee, says the tool is built to reduce manual work involved in influencer marketing, from identifying creators to managing partnerships and tracking performance.

The new product searches more than 300 million creator profiles to find potential brand partners, including smaller creators that are gaining traction. Nectar says the system analyzes videos to understand a creator's content, checks whether past brand partnerships fit a client's needs, and reviews brand safety in context rather than relying only on keyword screening.

The platform also ranks recommendations and updates matches as creators grow in popularity. After identifying prospects, the agent can draft and send messages in a brand's voice, create landing pages to collect creator information, and help manage contracts, product gifting, and shipping details while retaining records of earlier conversations.

Misbah Uraizee, Nectar's chief executive, says brands can provide voice guidelines in any format and the system uses that history alongside proprietary guardrails to keep outreach on tone and in context. She says the tool distinguishes between different platforms and conversation formats, allowing brand messages to adapt across environments such as X and TikTok.

Creator economy demand supports product launch

Nectar enters a growing market for agentic AI tools aimed at influencer outreach, joining companies such as Aspire and GRIN. The launch comes as more brands shift advertising budgets toward creators, with U.S. spending on creator advertising expected to reach $44 billion in 2026, according to the Interactive Advertising Bureau.

That growth is increasing the operational burden on marketing teams working with hundreds or thousands of creators at once. Nectar's latest tool is designed to address that scale problem by automating relationship tracking and performance measurement that many brands still handle through spreadsheets and direct messages.

The company is also adding features intended to deepen brand-creator ties beyond one-off campaigns. One function identifies personal milestones such as engagements, new babies, or marathon completions and suggests customized messages or gifts that can help brands build longer-term relationships.

Creator Agent is available globally from today and currently covers Instagram creators and TikTokers. Nectar also plans to make it accessible through its Model Context Protocol, allowing teams to use it through AI assistants including Claude, ChatGPT, Gemini, and Copilot, as well as through their own custom-built agents; the company raised a $30 million Series A round in May led by Menlo Ventures and its Anthology Fund, a joint initiative with Anthropic.

We recently wrote about a KPMG survey showing early efficiency gains from AI agents, even as wider transformation lags.

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