nectaran AI-powered marketing operating system, is launching a new AI agent designed to take a lot of the manual work out of influencer marketing, from finding the right creators to contacting them, managing partnerships, and tracking results.
Founded by sisters Misbah and Farah Arezi, both former Meta employees, Nectar came out of secrecy last year and uses AI agents to help brands manage social media, customer conversations, content moderation, creator partnerships, and competitor research.
Announced Thursday, the new “Creator Agent” can search for creators, vet their content and brand partnerships, send personalized messages, coordinate collaborations, and monitor the performance of campaigns. Instead of marketing teams spending weeks scrolling through social media, creating spreadsheets, and sending one-on-one direct messages, Nectar wants its agent to handle much of this work automatically.
Nectar joins other companies offering AI assistants designed to automate the influencer outreach process, including Aspire and smile. The launch also comes as more brands are turning to content creators to reach customers. US spending on creator ads is expected to reach $44 billion in 2026, according to a report Interactive Advertising Bureau. Since companies work with hundreds or even thousands of creatives, tracking relationships and measuring results can become extremely difficult.
Nectar says its creative agent searches more than 300 million creator profiles to find potential partners, including smaller creators who may not have a large following yet but are gaining traction. The system analyzes videos to understand what creators are posting, how their content fits with the brand, and whether their previous partnerships are a good fit. It also verifies brand safety by reviewing content in context rather than just searching for specific keywords.
Nectar then creates ranked lists of recommendations and adds new matches as creators become more popular.
Once a potential match is found, an agent can craft and send messaging in the brand’s voice, create custom landing pages to collect creator information, and help manage contracts, product gifting, and shipping details. It also remembers past conversations and interactions, so brands can track relationships without relying on spreadsheets.
“Brands can share voice instructions in any format, and Nectar picks up the rest of their history,” CEO Mesbah Orazi tells TechCrunch. “On top of that, there’s a set of proprietary guardrails that keep each draft relevant and in context. Nectar understands what’s being said in the video, reads the tone of the conversation, and knows the difference between a quote post on
Another feature looks for personal milestones in a creator’s life, such as an engagement, the birth of a new baby, or completing a marathon. The agent can then suggest a personalized message or gift, helping brands build relationships that don’t feel like one-off advertising deals.
Today, Creator Agent is available globally and covers Instagram creators and TikTokers.
The company plans to make the agent available through the Model Context Protocol (MCP), allowing teams to use it through AI assistants like Claude, ChatGPT, Gemini, and Copilot, as well as their own custom-built agents.
Last May, Nectar raised a $30 million funding round led by Menlo Ventures and its Anthology Fund, a joint initiative launched with Anthropic.
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