Nectar launches an AI agent to automate creator discovery and outreach for brands

Nectar, an AI marketing platform founded by sisters and former Meta employees Misbah and Farah Uraizee, launched Creator Agent on Thursday. It searches more than 300 million creator profiles, analyzes their videos and past partnerships, ranks matches, sends personalized messages in a brand's voice, and helps manage contracts, gifting, shipping and campaign results.

This matters because creator marketing is now a major ad channel. The Interactive Advertising Bureau expects U.S. creator ad spending to reach $44 billion in 2026. Brands working with hundreds or thousands of creators are still tracking deals in spreadsheets and DMs.

There's a real case for this. Influencer marketing is labor-heavy and messy. Finding fit, checking brand safety and keeping track of who agreed to what is the kind of work agents handle well. We especially like that Nectar says it looks for smaller creators who are gaining traction. If that works, it could spread brand money beyond the same few big accounts, which would be good for working creators.

Brand safety checks that review content in context, instead of matching keywords, are also a step up. Keyword filters punish creators for the wrong reasons.

Now the part that gives me pause. One feature watches for personal milestones in creators' lives, like an engagement, a new baby or a marathon, and suggests a message or gift. That might feel thoughtful when a person does it. When software scans someone's life events at scale to time a pitch, it starts to feel like surveillance dressed up as warmth. Creators share those moments with their audiences, not with brand pipelines.

There's also an authenticity problem. If brands use agents to write outreach and creators start using agents to respond, both sides lose the human relationship that makes creator marketing work. And if many brands buy similar tools, inboxes fill with polished, automated pitches that are hard to tell apart.

Our read is that the useful version keeps people in charge of the relationship and uses the agent for search, logistics and measurement. Nectar's plan to expose the agent through the Model Context Protocol, so teams can call it from assistants like Claude or ChatGPT, will make it easier to plug in. That convenience is exactly why clear limits on personal data matter now.

Nectar came out of stealth last year and uses agents for social media management, customer conversations, moderation and competitor research. It raised a $30 million Series A in May led by Menlo Ventures and its Anthology Fund, a joint initiative with Anthropic. Creator Agent covers Instagram and TikTok and is available globally. Competitors such as Aspire and GRIN offer similar agentic tools.