Nectar, a startup that calls itself an AI-powered operating system for marketing, launched Creator Agent, an AI agent meant to automate influencer marketing work, TechCrunch reported. The agent can search for creators, review their content and past brand partnerships, send personalized messages, coordinate collaborations and track campaign results. Nectar says it searches more than 300 million creator profiles, including smaller creators gaining traction, and checks brand safety by reviewing content in context rather than by keyword.
The agent can also draft and send messages in a brand's voice, build landing pages to collect creator information, and help manage contracts, product gifting and shipping. One feature looks for personal milestones in creators' lives, such as an engagement or a new baby, and suggests a message or gift. CEO Misbah Uraizee told TechCrunch that brands can share voice guidelines in any format and that proprietary guardrails keep drafts on tone and in context.
Creator Agent is available globally and covers Instagram and TikTok creators. Nectar plans to make it available through MCP so teams can use it from assistants such as Claude, ChatGPT, Gemini and Copilot. Founded by sisters Misbah and Farah Uraizee, both former Meta employees, Nectar raised a $30 million Series A in May led by Menlo Ventures and its Anthology Fund, a joint initiative with Anthropic. TechCrunch noted that Aspire and GRIN have launched similar agents, and cited an Interactive Advertising Bureau estimate that U.S. creator ad spending will reach $44 billion in 2026.