Key points
- Nectar launched Creator Agent on Thursday, available globally now, covering Instagram creators and TikTokers.
- The agent searches more than 300 million creator profiles, ranks matches, drafts and sends messages in a brand's voice, and helps with contracts, gifting and shipping.
- Nectar plans to expose the agent through MCP so teams can use it from Claude, ChatGPT, Gemini, Copilot or custom agents.
- The IAB expects U.S. creator ad spending to reach $44 billion in 2026; Aspire and GRIN offer similar agentic tools.
Why it matters for marketers: Creator outreach is shifting from spreadsheets and manual DMs to agents, so teams should test how well these tools hold brand voice and brand safety before scaling.
Nectar, an AI-powered marketing operating system founded by former Meta employees Misbah and Farah Uraizee, has launched Creator Agent, a tool meant to take over much of the manual work in influencer marketing. It can find creators, review their content and past brand deals, send personalized messages, coordinate collaborations and monitor campaign results.
The company says the agent searches more than 300 million creator profiles, including smaller creators who are gaining traction. It reviews videos and checks brand safety in context rather than by keyword, then produces ranked recommendations and adds new matches over time. Once a creator is chosen, it can draft outreach, build custom landing pages for collecting creator details, and help with contracts, gifting and shipping. It also keeps a memory of past conversations, and can flag personal milestones such as an engagement or a marathon to prompt a tailored message or gift.
For marketers, the appeal is scale. The IAB expects U.S. creator advertising spending to hit $44 billion in 2026, and teams working with hundreds or thousands of creators struggle to track relationships and results. Nectar is not alone: Aspire and GRIN also offer agentic assistants for outreach, so buyers now have several options to compare.
The main thing to watch is tone control. CEO Misbah Uraizee says brands can share voice guidelines in any format and that guardrails keep drafts on tone. Teams should test that claim on their own accounts. Also watch the planned MCP rollout, which would let the agent run inside assistants like Claude, ChatGPT, Gemini and Copilot, or inside custom-built agents.
Sources
This brief is our own summary. Read the full reporting at the source.