From TechCrunch · Lauren Forristal · · 1m 40s
Nectar launches AI agent for creator outreach
Nectar's new Creator Agent automates influencer discovery and partnership management for brands, searching 300 million profiles and handling outreach at scale.
In brief
Nectar's new Creator Agent automates influencer discovery and partnership management for brands, searching 300 million profiles and handling outreach at scale. Nectar launched a Creator Agent that automates influencer discovery, outreach and partnership management, as U.S. creator advertising spending reaches forty…
Nectar launches Creator Agent
Nectar, an AI-powered operating system for marketing founded by sisters Misbah and Farah Uraizee, announced Thursday a new Creator Agent to automate influencer discovery and outreach for brands.
What the agent does
Creator Agent searches for creators, checks their content and brand partnerships, sends personalized messages, coordinates collaborations, and monitors campaign performance automatically.
Scale of creator spending
U.S. spending on creator advertising is expected to reach forty four billion dollars in twenty twenty-six, according to the Interactive Advertising Bureau, as brands work with hundreds or thousands of creators.
How it finds creators
Nectar says Creator Agent searches more than three hundred million creator profiles to find potential partners, including smaller creators gaining traction, and analyzes videos to understand content fit and brand safety.
Managing relationships
The agent drafts messages in a brand's voice, creates landing pages, manages contracts and shipping, and remembers previous conversations so brands track relationships without spreadsheets.
Personalization and tone
CEO Misbah Uraizee says Nectar understands video content, reads conversation tone, and knows the difference between a quote post on X and a TikTok comment section, so brands sound appropriate on each platform.
“A brand should not sound identical in both, and with Nectar it doesn't.”
Availability and integration
Creator Agent is available today globally for Instagram creators and TikTokers, and Nectar plans to make it available through Model Context Protocol for use with Claude, ChatGPT, Gemini, and Copilot.
The takeaway
Nectar launched a Creator Agent that automates influencer discovery, outreach and partnership management, as U.S. creator advertising spending reaches forty four billion dollars in twenty twenty-six.
