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

Nectar says its new Creator Agent can search more than 300 million creator profiles and manage brand partnerships end to end — from first outreach to campaign tracking. The AI agent launched Thursday and is available worldwide, covering creators on Instagram and TikTok.

The company positions the tool as a fix for a workflow problem that most affiliate and influencer teams know well. Marketing teams spend weeks scrolling social platforms, building spreadsheets and sending one-off messages. Nectar wants to automate most of that manual labor, and it's not alone: Aspire and GRIN are also building AI assistants for creator communication.

What does the agent actually do?

According to Nectar, Creator Agent handles the full partnership cycle. It:

• Finds creators, including smaller accounts that are gaining traction, and analyzes their videos to judge topical fit and whether past brand deals make sense
• Scores content for brand safety in context, rather than flagging plain keywords
• Produces ranked recommendations and adds new matches as creators grow
• Drafts and sends personalized messages on the brand's behalf
• Builds landing pages to collect creator information, helps with contracts, gift shipments and delivery logistics
• Stores past conversations so brands can track relationships without spreadsheets

One feature scans for personal milestones in a creator's life — an engagement, a new baby, a finished marathon — and suggests a personalized message or gift. The pitch is relationship-building that doesn't feel like a one-off ad transaction.

How does the tone control work?

CEO Misbah Uraizee, who co-founded Nectar with her sister Farah after both worked at Meta, told TechCrunch the system adapts to each platform's norms. "Brands can provide communication-style guidelines in any format, and Nectar infers the rest from their interaction history," she said. The system also applies its own constraints so every draft matches tone and context.

Uraizee's explanation of the mechanism: "Nectar understands what's happening in a video, reads the tone of a conversation and distinguishes between a quote post on X and a comment section on TikTok. A brand shouldn't sound the same in both, and with Nectar it doesn't."

Why now?

The launch lands as brands shift more budget toward creators. The Interactive Advertising Bureau projects US creator advertising spend will hit $44 billion in 2026. Companies working with hundreds or thousands of creators struggle to track those relationships and measure results — the gap Nectar is targeting.

For rev-share and performance teams, the relevant question is whether automated discovery and outreach can outperform manual creator sourcing at scale. Nectar's 300-million-profile index is a vendor figure, not an independently measured result, and the company hasn't published conversion or EPC data from campaigns run through the agent.

What comes next?

Nectar plans to offer Creator Agent through the Model Context Protocol (MCP), so teams can use it with AI assistants including Claude, ChatGPT, Gemini and Copilot, or with their own custom agents.

The funding behind the push is substantial. Nectar raised $30 million in a Series A round last May, led by Menlo Ventures together with its Anthology Fund — a joint initiative the firm started with Anthropic. The company came out of stealth last year and uses AI agents to help brands manage social media, customer communication, content moderation, creator partnerships and competitor research.

Creator Agent is available globally from launch, and its Instagram and TikTok coverage will be the first test of whether automated outreach can scale without losing the personal touch that creator deals depend on.