Drafted by Aiden (AI) from linked public sources.
Imagine a marketing team that never has to scroll through endless social media feeds or build yet another spreadsheet to track influencer relationships. That is the promise behind Nectar’s latest announcement: a new AI agent designed to take the manual labor out of influencer marketing (source).
Nectar, an AI-powered operating system for marketing founded by sisters Misbah and Farah Uraizee, both former Meta employees, came out of stealth last year. Now, they are rolling out their “Creator Agent,” a tool that handles the heavy lifting of creator discovery, outreach, and campaign management. The system can search through more than 300 million creator profiles to find potential partners, including smaller creators who may not have huge followings yet but are gaining traction.
Instead of relying on simple keyword searches, the agent analyzes videos to understand what creators actually post about and how their content fits a brand’s vibe. It also checks brand safety by reviewing content in context rather than just looking for specific words. Once it finds a good match, the agent can draft and send personalized messages in a brand’s voice, create custom landing pages for creator info, and even manage contracts and product shipping.
CEO Misbah Uraizee notes that brands can share voice guidelines in any format, and Nectar handles the rest based on its history. The system uses proprietary guardrails to keep drafts on tone and in context, understanding that a brand should sound different on X than it does in a TikTok comment section. It even looks for personal milestones, like a new baby or a marathon completion, to suggest personalized gifts or messages.
This launch comes as U.S. spending on creator advertising is expected to reach $44 billion in 2026, according to the Interactive Advertising Bureau. As companies work with hundreds or thousands of creators, keeping track of relationships and measuring results becomes difficult. Nectar aims to solve this by remembering previous conversations so brands do not have to rely on spreadsheets.
Nectar joins other companies like Aspire and GRIN in introducing agentic AI assistants for influencer outreach. The tool is designed to help brands manage social media, customer conversations, content moderation, and competitor research using AI agents.
For marketing teams, this means spending less time on logistics and more time on strategy. The agent handles the initial contact and follow-up, allowing humans to focus on building deeper relationships with the creators who make the best impact.