Nectar's AI Creator Agent Searches 300 Million Profiles for Brands

Nectar says its new Creator Agent searches more than 300 million creator profiles to find influencer partners for brands, replacing weeks of manual scrolling and spreadsheet work. The agent is available globally starting Thursday and covers Instagram creators and TikTokers.

The company, an AI-powered operating system for marketing, announced the tool Thursday. The agent can search for creators, review their content and past brand partnerships, send personalized messages, coordinate collaborations, and track campaign performance. It handles contracts, product gifting, and shipping details, and it remembers previous conversations so brands can manage relationships without spreadsheets.

Nectar was founded by sisters Misbah and Farah Uraizee, both former Meta employees. The company emerged from stealth last year and uses AI agents to help brands manage social media, customer conversations, content moderation, creator partnerships, and competitor research.

What does the agent actually do?

The system ranks creators by fit and adds new matches as creators gain popularity. It deliberately surfaces smaller creators who lack large followings but are gaining traction. It analyzes videos to determine what creators post about, how their content fits a brand, and whether previous partnerships are appropriate.

For brand safety, the agent reviews content in context rather than searching for specific keywords. Once the agent finds a match, it drafts and sends messages in a brand's voice and creates custom landing pages to collect creator information.

"Brands can share voice guidelines in any format, and Nectar picks up the rest from their history," CEO Misbah Uraizee told TechCrunch. "On top of that sits a set of proprietary guardrails that keep every draft on tone and in context."

Uraizee said the system distinguishes between platforms when it writes. "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," she said. "A brand should not sound identical in both, and with Nectar it doesn't."

The agent also detects personal milestones in creators' lives, such as an engagement, a new baby, or a completed marathon. It then suggests a personalized message or gift, moving brand relationships beyond one-off advertising deals.

How large is the market?

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, which is the problem Nectar targets.

Nectar is not alone. Aspire and GRIN also offer agentic AI assistants designed to automate influencer outreach, and the competitive field is tightening as brands shift budgets toward creators to reach customers.

What comes next?

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

The company raised a $30 million Series A round this past May. Menlo Ventures led the round through its Anthology Fund, a joint initiative launched with Anthropic.

With the MCP integration on the roadmap and coverage currently limited to Instagram and TikTok, Nectar's next test is whether automated outreach can scale to more platforms without losing the personal touch that its milestone-detection feature is built to sell.