Nectar Launches AI Agent to Connect 300 Million Creators

Nectar launches Creator Agent, a marketing influence agent available today worldwide. The tool claims access to over 300 million creator profiles and is preparing for multi-assistant integration via its Model Context Protocol, in a creator market that is expanding.

Immediate Availability and Scope on Instagram and TikTok

Creator Agent is accessible globally starting today and supports Instagram creators as well as TikTokers. Nectar specifies that the tool can analyze over 300 million profiles to identify potential partners. In the United States, the Interactive Advertising Bureau estimates that advertising investments aimed at creators will reach $44 billion by 2026. When companies work with a large volume of creators, managing relationships and evaluating performance becomes increasingly complex.

Prospecting, Verification, and AI-Driven Recommendations

The agent searches for creators, verifies their content and brand partnerships, sends personalized messages, coordinates collaborations, and monitors campaign performance. It analyzes videos to understand the topics discussed, assess compatibility with a brand, and review the relevance of previous partnerships, while also checking brand safety based on content context. The tool generates ranked recommendation lists and adds new matches as creators gain popularity, including emerging profiles that do not yet have a large audience. A feature also allows for the detection of personal milestones in creators' lives, such as an engagement or the birth of a child, and can suggest a message or personalized gift.

Messaging in the Brand's Voice and Proprietary Safeguards

After identifying a profile, the agent can draft and send messages tailored to the brand's voice, create customized landing pages to collect information, and assist in managing contracts, product gifts, and shipping details. It retains the history of exchanges to allow brands to track relationships without resorting to spreadsheets. Misbah Uraizee specifies that brands can provide tone guidelines in any format, and proprietary safeguards ensure that each draft maintains the tone and context. She adds that the system understands video content, perceives the tone of conversations, and distinguishes a quote post on X from a comment section on TikTok. The stated goal is to reduce the manual work associated with prospecting and managing partnerships.

Opening via MCP and Market Context and Funding

Nectar plans to make the agent available through its Model Context Protocol, so teams can use it with Claude, ChatGPT, Gemini, Copilot, and their own custom agents. Aspire and GRIN are among the companies also designing AI assistants to automate outreach to influencers. Last May, Nectar raised $30 million in a Series A funding round led by Menlo Ventures and its Anthology Fund, a fund jointly launched with Anthropic. Nectar aims to be an AI operating system for marketing, was founded by Misbah and Farah Uraizee, two former Meta employees, and emerged in the market last year. The company already employs AI agents for social media management, customer relations, content moderation, creator partnerships, and competitive intelligence. The announcement of Creator Agent took place on a Thursday.