Nectar unveils Creator Agent, an AI-driven tool that automatically discovers, contacts and manages more than 300 million creator profiles on Instagram and TikTok for brands.
On Thursday, Nectar – an AI-powered operating system for marketing – announced the launch of its Creator Agent, a solution aimed at removing the manual labor traditionally associated with influencer campaigns. The agent can locate suitable creators, analyse their content, draft personalized outreach messages and monitor campaign performance, compressing weeks of work into a matter of hours.
Creator Agent searches a database of over 300 million creator profiles, including emerging creators whose follower counts are still modest but rising. It analyses video content to understand themes, brand fit and prior partnership history, while also assessing brand safety by reviewing context rather than relying solely on keyword matches.
The system produces ranked recommendation lists that refresh as creators gain traction. Once a match is identified, the agent drafts messages in the brand’s voice, generates custom landing pages to capture creator details, and assists with contract management, product gifting and shipping logistics. All interactions are stored, eliminating the need for spreadsheets.
A distinctive feature monitors personal milestones such as engagements, new babies or marathon completions, prompting the agent to suggest tailored messages or gifts that deepen relationships. The tool is globally available for Instagram and TikTok creators and will be delivered through Nectar’s Model Context Protocol, enabling use via AI assistants like Claude, ChatGPT, Gemini and Copilot.
Founded by former Meta employees Misbah and Farah Uraizee, Nectar emerged from stealth last year after raising a $30 million Series A round led by Menlo Ventures and Anthropic’s joint Anthology Fund. With U.S. creator advertising spend projected to reach $44 billion in 2026 (IAB), automated solutions such as Nectar’s Creator Agent are poised to help brands manage hundreds or thousands of creator relationships, directly competing with rivals like Aspire and GRIN.
TechTimes Perspective
TechTimes believes Nectar’s Creator Agent represents a significant step toward professionalising influencer marketing at a time when the global creator ad spend is set to surpass $44 billion by 2026. By automating the entire workflow—from discovery to contract administration—the platform can lower operational costs and reduce human error while delivering more personalised brand experiences. For Vietnam, where TikTok and Instagram creators are proliferating, the agent’s integration via the Model Context Protocol and compatibility with popular AI assistants could give local brands access to cutting‑edge technology without heavy infrastructure investment, potentially accelerating the scale and sophistication of influencer campaigns in the region.