Nectar's AI Agent Automates Influencer Marketing
Original: Nectar launches an AI agent to automate creator discovery and outreach for brands
Why This Matters
Creator ad spend hits $44B in 2026, making automation tools increasingly competitive.
Nectar, founded by ex-Meta sisters Misbah and Farah Uraizee, launched a Creator Agent on Nov. 12 that searches 300M+ creator profiles, drafts outreach, manages contracts, and tracks campaign results automatically.
Nectar, an AI-powered marketing platform, has launched a 'Creator Agent' designed to replace the manual grind of influencer marketing — spreadsheets, mass DMs, and endless social scrolling included. The agent searches over 300 million creator profiles, analyzes video content and prior brand partnerships, checks brand safety through contextual review rather than keyword filters, and builds ranked shortlists that update as new creators gain traction. It can also draft outreach in a brand's own voice, build custom landing pages for creator intake, and handle logistics like contracts, product gifting, and shipping.
CEO Misbah Uraizee told TechCrunch: 'Brands can share voice guidelines in any format, and Nectar picks up the rest from their history.' The system also adjusts tone by platform — recognizing that an X quote post and a TikTok comment section call for different approaches. A more personal feature scans for life milestones like engagements or marathons to prompt timely, personalized outreach.
Nectar came out of stealth last year after being founded by sisters Misbah and Farah Uraizee, both former Meta employees. The company enters a growing market: U.S. creator advertising spend is projected to hit $44 billion in 2026, per the Interactive Advertising Bureau. Competitors Aspire and GRIN are also rolling out agentic tools in the space.