Nectar Automates Influencer Discovery with New AI Agent
AI-generated image · US National Wire
The startup is moving to replace manual spreadsheets and DMs with an agentic system capable of scanning 300 million profiles.
Nectar, the AI-powered marketing operating system founded by former Meta employees Misbah and Farah Uraizee, has launched a "Creator Agent" designed to automate the discovery and outreach phases of influencer marketing. According to TechCrunch, the tool is intended to eliminate the manual labor of scrolling social media and managing spreadsheets by automating the search for creators, initial contact, and partnership management.
The system scans over 300 million creator profiles across TikTok and Instagram to identify potential partners, including rising creators with smaller followings. TechCrunch reports that the agent analyzes video content to determine brand fit and evaluates brand safety through contextual review rather than keyword searches. Once a match is identified, the agent can draft personalized messages in a brand's specific voice, create custom landing pages for data collection, and manage logistics such as contracts and product shipping.
CEO Misbah Uraizee told TechCrunch that the system utilizes proprietary guardrails to ensure tone remains consistent across different platforms, such as X and TikTok. Additionally, the agent can track personal milestones—like marathons or new babies—to suggest personalized gifts and messages.
The move comes as the Interactive Advertising Bureau projects U.S. creator advertising spend to hit $44 billion in 2026. Nectar joins other companies like GRIN and Aspire in deploying agentic AI for outreach. The company, which raised a $30 million Series A in May led by Menlo Ventures and its Anthology Fund, plans to integrate the agent via the Model Context Protocol (MCP) for use with assistants like ChatGPT, Claude, Gemini, and Copilot.