Nectar launches Creator Agent to automate influencer marketing

In short: Nectar has launched a new AI tool that helps brands find and work with social media creators, with less manual effort.

What happened

Nectar, a marketing software company founded by sisters Misbah and Farah Uraizee, announced a new product called “Creator Agent.” Nectar says the tool is meant to handle common influencer marketing tasks that usually take teams a long time.

Creator Agent can search for creators, review what they post, and check their past brand deals. It can also draft and send personalized outreach messages, coordinate collaboration details, and track how a campaign performs.

Nectar says the agent searches more than 300 million creator profiles and can surface smaller creators who are starting to gain attention. It also analyzes videos to understand what a creator talks about, and it reviews content “in context” for brand safety, rather than only scanning for certain keywords.

The company says brands can share voice guidelines, and the tool will try to match the brand’s tone across different platforms. It can also remember prior conversations, so teams do not have to rely on spreadsheets to track relationships.

Creator Agent is available today worldwide for Instagram and TikTok. Nectar also plans to offer it through MCP, which is a way for different AI assistants to plug into the same tool (like using the same app through different remote controls), including Claude, ChatGPT, Gemini, and Copilot.

Why it matters

More brands are paying creators to reach customers, and U.S. spending on creator ads is expected to reach $44 billion in 2026, according to the Interactive Advertising Bureau. Tools like Nectar’s aim to reduce the time and staff needed to manage lots of creator partnerships.

Source: TechCrunch AI