Nectar launches an AI agent to find and work with creators

Nectar has introduced Creator Agent, an AI agent for brands that finds content creators, evaluates their posts and partnerships, sends personalized pitches and helps manage campaigns. The service analyzes more than 300 million profiles, tracks results and supports work with creators on Instagram and TikTok. The company aims to automate some of the tasks that take marketing teams weeks, from finding suitable partners to handling correspondence and organizing collaborations.

Nectar launches an AI agent to find and work with creators

Finding creators and evaluating content

Nectar is a marketing platform founded by sisters Misbah and Farah Uraizi, former Meta employees. The company emerged from stealth last year. Its AI agents help brands manage social media, customer communications, content moderation, creator partnerships and competitor analysis.

The new agent scans more than 300 million profiles to find potential partners, including smaller creators whose audiences are still modest but growing. The system analyzes videos: it identifies post topics, evaluates how well the content fits a brand and checks whether past partnerships are appropriate. When assessing brand safety, it considers the context of posts rather than just searching for specified words.

The agent creates ranked lists of candidates and adds new matches as creators gain popularity.

From the first message to campaign results

After selecting a creator, the agent can draft and send messages in the brand’s voice, create a personalized page to collect information, and help with contracts, gifts, products and shipping. It also remembers past correspondence and interactions, so companies do not have to track creator relationships in spreadsheets.

Misbah Uraizi, Nectar’s CEO, told TechCrunch that brands can provide voice guidelines in any format, and the system also takes their communication history into account. She said built-in safeguards help maintain an appropriate tone and context. The agent analyzes video content and conversational tone, distinguishing, for example, between a post quoting someone on X and a discussion in TikTok comments. That means, Uraizi explained, a brand can sound different on different platforms.

Another feature identifies major life events for creators, such as an engagement, the birth of a child or completing a marathon. The agent can suggest a personal message or gift to help a brand maintain its relationship with a creator rather than limit it to a one-off advertising deal.

Creator Agent is available worldwide and works with creators on Instagram and TikTok. Nectar plans to connect it through the Model Context Protocol (MCP), allowing teams to use the agent through Claude, ChatGPT, Gemini and Copilot, as well as through their own AI agents.

Market and funding

Nectar is entering a market where Aspire and GRIN are also trying to automate work with creators. According to the Interactive Advertising Bureau, US spending on creator advertising will reach $44 billion in 2026. As brands work with hundreds or thousands of creators, it becomes harder to track relationships and measure campaign results.

In May, Nectar raised $30 million in a Series A round led by Menlo Ventures and Anthology Fund, a joint initiative launched with Anthropic.

Dataist's take: Creator Agent brings creator discovery, communications and campaign management into one tool, but its stated capabilities are currently limited to Instagram and TikTok. MCP access could let teams connect it to different AI assistants, though the company has not announced a launch timeline.