Nectar, the AI marketing platform started by sisters Misbah and Farah Uraizee, has launched “Creator Agent.” It’s an AI agent that handles most of the busywork in influencer marketing. TechCrunch AI reports that it can find creators, vet them, message them, coordinate the partnership and track how campaigns perform. Marketing teams usually spend weeks scrolling feeds, filling spreadsheets and sending DMs one by one. Nectar wants the agent to do most of that.
Both founders used to work at Meta. Nectar came out of stealth last year as an “AI-powered operating system for marketing,” and its agents already cover social media management, customer conversations, content moderation and competitor research. Creator partnerships are now the newest piece.
What Creator Agent Actually Does
- Searches a huge creator pool. According to Nectar, the agent searches more than 300 million creator profiles. That includes smaller creators who don’t have a big following yet but are growing fast, which is often where brands find the best value.
- Watches the content, not just the hashtags. The system analyzes videos to work out what creators talk about, how well they fit a brand and whether their past brand deals make sense. Its brand-safety checks look at content in context instead of just matching keywords. That matters, because keyword filters are known for flagging harmless posts and missing real risks.
- Keeps the shortlist fresh. Nectar builds ranked lists of recommended creators and adds new matches as creators gain popularity. You don’t have to rebuild the list by hand every quarter.
- Writes outreach in your brand’s voice. The agent drafts and sends personalized messages. “Brands can share voice guidelines in any format, and Nectar picks up the rest from their history,” CEO Misbah Uraizee told TechCrunch. She added that proprietary guardrails keep drafts on tone, and that the system “knows the difference between a quote post on X and a TikTok comment section.”
- Handles the logistics. It can create custom landing pages to collect creator details, and it helps manage contracts, product gifting and shipping.
- Remembers the relationship. The agent keeps track of past conversations and interactions, so a creator’s history isn’t buried in someone’s inbox or an old spreadsheet.
- Spots personal milestones. This is the most unusual feature. The agent watches for life events like an engagement, a new baby or a finished marathon, then suggests a personal message or gift. The aim is to make brand deals feel more like ongoing relationships than one-off transactions.
Why the Timing Makes Sense
There’s a lot of money in creator marketing. The Interactive Advertising Bureau expects U.S. spending on creator ads to reach $44 billion in 2026. When a brand works with hundreds or thousands of creators, the hard part isn’t finding one good partner. It’s tracking every relationship and proving what actually worked.
Nectar isn’t alone here. Aspire and GRIN, two established influencer platforms, have also added agentic AI assistants for outreach. Nectar’s pitch is different: creator work is one module inside a wider marketing system, not a standalone tool.
Availability and Caveats
Creator Agent is available now worldwide. A few limits to keep in mind:
- Two platforms for now. It only covers Instagram creators and TikTokers. YouTube, X and other platforms aren’t supported yet.
- MCP access is planned, not live. Nectar plans to offer the agent through the Model Context Protocol (MCP), an open standard that lets AI assistants connect to outside tools. That would let teams use it from Claude, ChatGPT, Gemini, Copilot or their own agents.
- No pricing disclosed. The announcement doesn’t say what the agent costs.
One more thing worth noting is who’s backing Nectar. In May, the company raised a $30 million Series A led by Menlo Ventures and its Anthology Fund, which Menlo runs together with Anthropic. That makes the MCP plan look more like a core strategy than a side feature.
Captain’s Take
The milestone feature will divide people. Done well, a gift for a creator’s new baby builds real goodwill. Done badly, it feels like being watched by a brand’s CRM. How well Nectar’s guardrails handle that will matter as much as its search tools.
The bigger picture is that marketing work is splitting into agents that each handle one job, and the winners will be the ones that plug into the AI assistants teams already use. When Nectar’s MCP integration goes live, it’ll be a good test of that idea. TechCrunch AI’s original report has the full details.