The company Nectar launches Creator Agent to automate finding and reaching out to content creators
The company Nectar has launched the AI agent Creator Agent, which searches over 300 million content creator profiles, reaches out to them in a personalized way, and manages brand partnerships. It competes with the tools Aspire and GRIN, and is available via MCP as well as in AI assistants.
The company Nectar, founded by sisters Misbah and Farah Uraizee (former Meta employees), launched on Thursday a new AI agent called Creator Agent, designed to automate much of the work involved in influencer marketing – from finding suitable content creators, through outreach, to managing partnerships and tracking campaign results.
According to Nectar, the agent searches more than 300 million creator profiles, including smaller creators with growing popularity, and analyzes their video content to assess whether it fits a given brand and whether prior collaborations are suitable. The agent checks brand safety based on content context rather than just keyword searching. Based on this, it generates rankings of recommended creators and adds new matches as creators gain popularity. The agent can also draft and send a message in the brand's voice, create landing pages to collect information from creators, help with contracts, product shipping, and logistics, and it remembers previous conversations. Another feature is recognizing creators' personal milestones (engagements, the birth of a child, a completed marathon) and suggesting a personalized message or gift.
Creator Agent is available globally from today and covers creators on Instagram and TikTok. Nectar plans to also make the agent available via the Model Context Protocol (MCP), so teams could use it through AI assistants such as Claude, ChatGPT, Gemini, and Copilot, or their own agents.
In May, Nectar raised $30 million in a Series A round from Menlo Ventures and its Anthology Fund, a joint initiative with Anthropic. Competitors in the field of agentic automation of influencer outreach include the products Aspire and GRIN; spending on advertising with content creators in the US is expected to reach $44 billion in 2026, according to the Interactive Advertising Bureau.
Why it matters
For companies working with dozens to thousands of content creators, automating the search, outreach, and tracking of partnerships can save time that marketing teams currently spend browsing social networks and spreadsheets. This creates competitive pressure on the existing tools Aspire and GRIN, and on a market where spending on creator marketing in the US is growing toward tens of billions of dollars a year. For individuals in marketing roles, it is a tool that can be tried directly through AI assistants they may already be using.
Two audiences, two different impacts
What this means
For individuals
Marketing and creator-partnership staff can delegate part of the work of finding and reaching out to creators to an agent available through AI assistants such as Claude, ChatGPT, Gemini, or Copilot, if they already regularly use these tools at work.
For a business
According to the company Nectar, companies running influencer marketing can automate finding suitable creators, personalized outreach in the brand's voice, and partnership management including contracts and logistics, reducing the manual work of marketing teams in a growing market (estimated at $44 billion in the US in 2026 according to IAB).
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