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

Announced Thursday, its new “Creator Agent” can search for creators, check their content and brand partnerships, send personalized messages, coordinate collaborations, and monitor how campaigns perform. Instead of having marketing teams spend weeks scrolling through social media, building spreadsheets, and sending individual DMs, Nectar wants its agent to handle much of that work automatically.

Nectar joins other companies introducing agentic AI assistants designed to automate influencer outreach, including Aspire and GRIN. The launch also comes as more brands turn to creators to reach customers. 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 even thousands of creators, keeping track of relationships and measuring results can get pretty difficult.

Nectar says its Creator Agent searches more than 300 million creator profiles to find potential partners, including smaller creators who may not yet have a large following but are gaining traction. The system analyzes videos to understand what creators post about, how their content fits a brand, and whether their previous partnerships are appropriate.

Source link