Marketing operating system startup Nectar has officially announced the launch of its new Creator Agent, an artificial intelligence tool built to automate the tedious aspects of influencer marketing. Founded by sisters and former Meta employees Misbah Uraizee and Farah Uraizee, Nectar emerged from stealth last year to provide AI-driven solutions for social media management, customer conversations, content moderation, and competitor research. The newly introduced agent is specifically designed to handle influencer discovery, personalized outreach, partnership management, and campaign performance monitoring without requiring marketing teams to spend weeks scrolling through social media platforms and manually building spreadsheets.
The push toward automation in creator marketing arrives as brands increasingly shift advertising budgets toward digital creators. According to data from the Interactive Advertising Bureau cited by the company, U.S. spending on creator advertising is projected to reach $44 billion in 2026. Managing hundreds or thousands of creator relationships simultaneously presents a significant logistical hurdle for brands, which Nectar aims to solve by scanning a massive database of more than 300 million creator profiles. The system targets both established personalities and smaller creators who are steadily gaining traction across the digital ecosystem.
Key takeaways
- Nectar was founded by former Meta employees Misbah Uraizee and Farah Uraizee.
- The new Creator Agent searches through more than 300 million creator profiles to find potential partners.
- U.S. spending on creator advertising is expected to reach $44 billion in 2026.
- Nectar previously raised a $30 million Series A round led by Menlo Ventures and its Anthology Fund.
Under the hood of the Creator Agent
Under the hood, the AI analyzes video content to evaluate whether a creator's previous partnerships and posting habits align with a specific brand's identity. Instead of relying on basic keyword searches, the system performs brand safety checks by analyzing content within its proper context. CEO Misbah Uraizee explained that brands can provide voice guidelines in any format, while proprietary guardrails ensure that drafted messages remain on tone and contextually appropriate across platforms like Instagram and TikTok. The software recognizes the operational differences between various social media environments, ensuring a brand does not sound identical in a TikTok comment section compared to a quote post on X.
Beyond initial outreach, the agent tracks personal milestones in creators' lives, such as a marathon completion, an engagement, or a new baby, to suggest customized messages or gifts for enhanced relationship building. The tool also drafts messages in the brand's voice, manages custom landing pages to collect creator information, and handles contracts, product gifting, and shipping details. It stores previous conversations and interactions, removing the reliance on manual spreadsheets for keeping track of ongoing relationships.
Global availability and future integrations
Currently available globally, the Creator Agent covers Instagram creators and TikTokers right out of the box. Looking ahead, Nectar plans to make the agent available through its Model Context Protocol, enabling teams to use the tool through popular third-party AI assistants such as Claude, ChatGPT, Gemini, and Copilot, as well as their own custom-built agents. This expansion follows Nectar's $30 million Series A funding round secured this past May, which was led by Menlo Ventures and its Anthology Fund—a joint initiative launched in partnership with Anthropic.
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