Nectar Unveils AI Agent to Automate Influencer Marketing and Outreach

Marketing operations platform Nectar has introduced an autonomous agent built to handle the labor-intensive tasks associated with influencer marketing. Developed by former Meta employees and sisters Misbah and Farah Uraizee, the newly announced Creator Agent scans a database of over 300 million creator profiles to match brands with suitable social media personalities on platforms like Instagram and TikTok.

The system evaluates video content contextually to assess brand safety, analyzes past partnerships, and filters for rising creators before generating ranked recommendation lists. Once a potential collaborator is identified, the agent drafts personalized outreach messages tailored to a brand's specific tone, handles contract and product gifting logistics, and tracks overall campaign performance without requiring manual spreadsheet management.

Nectar reports that the tool also monitors personal milestones in creators' lives, such as engagements or marathons, to suggest tailored messaging. Furthermore, the company plans to integrate the agent into the Model Context Protocol, enabling teams to operate the software through mainstream AI assistants including ChatGPT, Claude, Gemini, and Copilot.

What to watch next: Watch for how major brands adopt agentic workflows to handle expanding creator budgets ahead of projected market growth.