Nectar launches AI agent for creator searches and brand outreach

The product, announced Thursday, is intended to replace some of the manual work involved in influencer campaigns, including scrolling social platforms, maintaining spreadsheets and sending individual messages. It can rank potential partners, add new matches as their popularity grows, and review videos to assess content and past brand partnerships. Nectar says its brand-safety checks consider content in context rather than relying only on keyword searches.

After identifying a match, Creator Agent can draft and send messages in a brand’s voice, build landing pages to collect creator information, and help coordinate contracts, product gifting and shipping. It also keeps a record of previous conversations. The tool can flag personal milestones, such as an engagement, a new baby or a completed marathon, and suggest a message or gift.

“Brands can share voice guidelines in any format, and Nectar picks up the rest from their history,” CEO Misbah Uraizee told TechCrunch. She said proprietary safeguards help keep drafts on tone and in context, including distinctions between how a brand should sound on X and in a TikTok comment section.

Founded by sisters Misbah and Farah Uraizee, both former Meta employees, Nectar emerged from stealth last year. Its AI tools also help brands with social media, customer conversations, content moderation and competitor research. The company plans to offer Creator Agent through the Model Context Protocol, enabling access via Claude, ChatGPT, Gemini, Copilot and custom-built agents.

Nectar enters a field that includes Aspire and GRIN, as brands increasingly use creators to reach customers. The Interactive Advertising Bureau expects U.S. creator advertising spending to reach $44 billion in 2026. In May, Nectar raised a $30 million Series A led by Menlo Ventures and its Anthology Fund, a joint initiative launched with Anthropic.