Nectar's new AI agent searches 300 million creator profiles

Nectar's new Creator Agent scans more than 300 million creator profiles to find influencer partners for brands, replacing weeks of manual scrolling, spreadsheets and direct messages. The company announced the tool on Thursday, and it is available globally today for 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. Its AI agents already 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 workflow of influencer marketing. It searches for creators, checks their content and existing brand partnerships, sends personalized messages, coordinates collaborations and monitors campaign performance.

The system does not just match keywords. It analyzes videos to understand what creators post about, how their content fits a brand, and whether their previous partnerships are appropriate. For brand safety, it reviews content in context rather than searching for specific words. Nectar then builds ranked lists of recommendations and adds new matches as creators gain traction — including smaller creators without large followings who are building momentum.

Once the agent finds a match, it drafts and sends messages in a brand's voice. It creates custom landing pages to collect creator information, and helps manage contracts, product gifting and shipping details. It also remembers previous conversations, so brands can track relationships without spreadsheets.

CEO Misbah Uraizee explained how the voice system works. "Brands can share voice guidelines in any format, and Nectar picks up the rest from their history," she told TechCrunch. "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."

How does it build longer-term relationships?

One feature looks for personal milestones in creators' lives — an engagement, a new baby, a completed marathon. The agent then suggests a personalized message or gift. The goal is to make brand-creator relationships feel less like one-off advertising deals.

Why is this launch landing now?

The market context favors automation. 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, tracking relationships and measuring results becomes difficult at scale.

Nectar also faces direct competition. Aspire and GRIN are among the companies already offering agentic AI assistants that automate influencer outreach.

What comes next?

Nectar plans to expose the Creator Agent through its Model Context Protocol (MCP). That would let teams use the agent through AI assistants such as Claude, ChatGPT, Gemini and Copilot, as well as through their own custom-built agents.

The company has the capital to build it out. 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. With creator spending climbing toward $44 billion, the fight to automate the pipeline between brands and influencers is just starting.