The key facts

  • Creator Agent searches more than 300 million creator profiles and analyzes videos for brand fit
  • The agent writes messages on behalf of the brand, handles contracts, gift shipments, and remembers conversation history
  • In May, Nectar raised $30 million in Series A funding from Menlo Ventures and the Anthology Fund (a joint fund with Anthropic)

What Creator Agent is

Nectar — a marketing platform founded by sisters Misbah and Farah Uraizee, former Meta employees — has introduced an AI agent called Creator Agent. It takes over the manual work of influencer marketing: finding suitable content creators, reviewing their posts and past brand partnerships, sending personalized messages, coordinating collaborations, and tracking campaign results. Instead of weeks of scrolling through social media, spreadsheets, and individual DMs, the agent is meant to handle most of this automatically.

How the system works

According to the company, the agent searches among more than 300 million creator profiles, including smaller authors whose audiences are still growing. The system analyzes videos to understand what the author writes about, how well their content fits the brand, and whether past partnerships are relevant. Brand-safety checks are done by context, not simply by keywords. Nectar builds ranked recommendation lists and adds new matches as authors grow in popularity.

Communication and relationship management

Once it finds a candidate, the agent can write messages in the brand's voice, create landing pages for data collection, help with contracts, product shipments, and logistics. It also remembers previous conversations, freeing teams from spreadsheets. CEO Misbah Uraizee told TechCrunch that brands can set voice guidelines in any format, and 'proprietary guardrails' keep drafts in the right tone: the system distinguishes, for example, between a quote post on X and a TikTok comment section, where the brand should not sound the same. A separate feature tracks personal events in creators' lives — an engagement, the birth of a child, a marathon — and suggests a personalized message or gift.

Context and availability

Creator Agent became available globally on Thursday and covers creators on Instagram and TikTok. Nectar plans to open the agent via the Model Context Protocol (MCP) so teams can use it through Claude, ChatGPT, Gemini, Copilot, and their own agents. The launch comes amid market growth: according to the Interactive Advertising Bureau, US spending on creator advertising will reach $44 billion in 2026. Nectar competes with Aspire and GRIN, which are also releasing AI assistants to automate influencer work. In May, the company raised $30 million in Series A funding led by Menlo Ventures and its Anthology Fund, created jointly with Anthropic.