Nectar's Creator Agent Searches 300M Profiles to Automate Influencer Outreach

Nectar says its new Creator Agent can search more than 300 million creator profiles to find, contact and manage influencer partnerships for brands — work that marketing teams currently do by hand over weeks of scrolling, spreadsheet building and individual DMs. The agent is available globally as of Thursday and covers Instagram creators and TikTokers.

Nectar, an AI-powered operating system for marketing, came out of stealth last year. Sisters Misbah and Farah Uraizee, both former Meta employees, founded the company, which uses AI agents to help brands manage social media, customer conversations, content moderation, creator partnerships and competitor research.

What does the Creator Agent actually do?

The agent handles the full lifecycle of an influencer relationship, according to the announcement:

• Searches creator profiles, including smaller creators gaining traction without large followings
• Analyzes videos to understand what creators post about, how their content fits a brand and whether previous partnerships are appropriate
• Checks brand safety by reviewing content in context rather than keyword matching
• Builds ranked recommendation lists and adds new matches as creators grow in popularity
• Drafts and sends messages in a brand's voice, creates custom landing pages to collect creator information, and manages contracts, product gifting and shipping details
• Remembers previous conversations so brands can track relationships without spreadsheets
• Monitors campaign performance

The launch targets a growing operational problem. U.S. spending on creator advertising is expected to reach $44 billion in 2026, according to the Interactive Advertising Bureau, and companies increasingly work with hundreds or even thousands of creators at once. Tracking relationships and measuring results at that scale strains manual processes.

How does the agent keep a brand's voice?

CEO Misbah Uraizee told TechCrunch the system learns tone from existing material rather than requiring structured input. "Brands can share voice guidelines in any format, and Nectar picks up the rest from their history," Uraizee said. "On top of that sits a set of proprietary guardrails that keep every draft on tone and in context. Nectar understands what is being said in a video, reads the tone of the conversation, and knows the difference between a quote post on X and a TikTok comment section. A brand should not sound identical in both, and with Nectar it doesn't."

The agent also scans for personal milestones in creators' lives — an engagement, a new baby, a completed marathon — and suggests a personalized message or gift. Nectar positions this as a way to build relationships that feel less like one-off advertising deals.

Where does Nectar fit in the market?

Nectar is not alone. Aspire and GRIN also offer agentic AI assistants that automate influencer outreach. Nectar's differentiator is depth of integration: the company plans to expose Creator Agent through its Model Context Protocol (MCP), letting teams run it inside AI assistants such as Claude, ChatGPT, Gemini and Copilot, or through their own custom-built agents.

The company has funding to support the push. This past May, Nectar raised a $30 million Series A round led by Menlo Ventures and its Anthology Fund, a joint initiative launched with Anthropic.

For marketing teams, the practical test will be whether an agent can replace the spreadsheets and manual vetting that still dominate creator campaigns — before the $44 billion spending wave makes the manual approach unworkable.