The new Creator Agent searches over 300 million creator profiles, automates personalised outreach and helps brands manage influencer partnerships across Instagram and TikTok.
Artificial intelligence-powered marketing platform Nectar has launched Creator Agent, a new AI tool designed to automate influencer discovery, brand outreach and creator partnership management. The platform aims to reduce the manual work involved in identifying suitable influencers, coordinating collaborations and tracking campaign performance.
Announced on November 12, 2026, Creator Agent allows brands to search creator profiles, evaluate content, initiate personalised communication and manage influencer relationships through an automated system.
Founded by sisters Misbah Uraizee and Farah Uraizee, both former Meta employees, Nectar emerged from stealth in 2025. The company develops AI-powered marketing tools covering social media management, customer engagement, content moderation, competitor research and creator partnerships.
According to the company, Creator Agent can search more than 300 million creator profiles to identify potential brand partners, including smaller creators whose audiences are growing.
The system analyses video content, previous brand collaborations and audience relevance to assess whether a creator aligns with a company's marketing requirements.
It also incorporates brand safety checks that examine content within its broader context rather than relying exclusively on keyword detection.
Based on these assessments, the platform generates ranked creator recommendations and updates them as new creators gain visibility.
Once potential partners are identified, Creator Agent can draft and send personalised messages using a brand's preferred communication style. It also supports customised landing pages for collecting creator information and helps coordinate contracts, product gifting and shipping arrangements.
The platform maintains records of previous conversations and collaborations, allowing marketing teams to manage ongoing creator relationships without relying entirely on spreadsheets or separate tracking systems.
Nectar CEO Misbah Uraizee said brands can provide communication guidelines in different formats, which the platform combines with previous interactions to maintain consistency in messaging.
The company said its system uses contextual analysis and internal safeguards to adapt communication across different social media environments.
Another feature identifies personal milestones shared by creators, including engagements, childbirth and sporting achievements, enabling brands to suggest relevant messages or gifts.
Creator Agent is available globally and currently supports creators on Instagram and TikTok.
Nectar also plans to make the tool accessible through Model Context Protocol (MCP), allowing businesses to connect its capabilities with AI assistants including Claude, ChatGPT, Gemini and Microsoft Copilot.
The launch follows Nectar's $30 million Series A funding round in May 2026, led by Menlo Ventures and its Anthology Fund, a joint initiative with Anthropic.
The development comes as influencer marketing spending continues to expand. According to the Interactive Advertising Bureau, US creator advertising expenditure is projected to reach $44 billion in 2026.
Nectar joins companies including Aspire and GRIN in developing AI-powered tools for influencer marketing operations.
The launch expands the use of agentic AI in marketing workflows, particularly across creator discovery, campaign coordination and brand communication.
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