Nectar Launches AI Agent to Automate Creator Marketing Campaigns

Nectar launched its Creator Agent globally on Nov. 12, offering brands an AI tool to find social media creators and handle work tied to partnerships and campaign tracking.

U.S. spending on creator advertising is projected to reach $44 billion in 2026. That outlook provides a market backdrop for tools aimed at helping brands manage creator relationships. Nectar's product covers creators on Instagram and TikTok and is available worldwide.

The agent searches a pool of more than 300 million creator profiles. It reviews videos and prior brand partnerships to assess what creators post about and how their content fits a brand. Its ranked lists can include smaller accounts whose audiences are still limited but whose popularity is growing. The system adds new matches as creators become more popular, and its brand-safety checks assess content in context rather than relying only on keyword searches.

The tool can draft and send outreach in a brand's voice, and it can build custom landing pages to collect creator information. It can also help with contracts, product gifts and shipping. The agent keeps a record of earlier conversations and interactions, giving brands a way to follow relationships without relying on spreadsheets. The product is intended to take on work that can otherwise involve staff searching social platforms, maintaining lists and sending direct messages one at a time.

The agent can also surface personal milestones in a creator's life, such as an engagement, a new baby or completing a marathon. It can then suggest a tailored message or gift tied to that event, helping brands make outreach more personal than a one-time advertising deal.

Nectar plans to offer the agent through the Model Context Protocol (MCP). That would let teams access it through AI assistants including Claude, ChatGPT, Gemini and Copilot, as well as custom-built agents.

Co-founders Misbah Uraizee, Nectar's CEO, and Farah Uraizee are sisters and former Meta employees. The company raised a $30 million Series A round in May led by Menlo Ventures and the Anthology Fund, a joint initiative with Anthropic.