Nectar launched a new AI agent called Creator Agent to automate creator discovery and outreach for brands, the company announced Thursday.
What Creator Agent Does
Creator Agent searches more than 300 million creator profiles to find potential partners, including smaller creators who are gaining traction but may not yet have a large following. Once it finds a match, the agent can draft and send messages in a brand's voice, create custom landing pages to collect creator information, and help manage contracts, product gifting, and shipping details.¹²
The agent is available today globally and covers Instagram creators and TikTokers. Nectar says it takes much of the manual work out of influencer marketing, from finding the right creators to contacting them, managing partnerships, and tracking results.¹²³
Nectar says it takes much of the manual work out of influencer marketing, from finding the right creators to contacting them, managing partnerships, and tracking results.¹²³
Founded by Former Meta Sisters
Nectar was founded by sisters Misbah and Farah Uraizee, both former Meta employees. Misbah is CEO of Nectar, and Farah is CTO and co-founder. Farah scaled Facebook Groups to over 1 billion users as an engineering leader at Meta, while Misbah led product for News Feed and Creator Monetization at Meta and X.¹²³
Nectar was founded in 2023 by the Uraizee sisters and came out of stealth in 2025. The company emerged from stealth last year and uses AI agents to help brands manage social media, customer conversations, content moderation, creator partnerships, and competitor research.¹²³
Funding and Growth
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Read More →This past May, Nectar raised a $30 million Series A round led by Menlo Ventures and its Anthology Fund, a joint initiative launched with Anthropic. True Ventures, GV (Google Ventures), and Gwyneth Paltrow's Kinship Ventures also participated. Amy Wu Martin, Partner at Menlo Ventures, joins Nectar's board with this round.¹²
Less than a year out of stealth, Nectar powers more than 10 million conversations a week across pre-purchase, post-purchase, and creator workflows, growing 5X in the last three months. Each agent does the work of roughly 20 hours of manual effort per task per week. To date, Nectar has attributed $100 million in revenue back to social, engaged over 50 million consumers, and powers more than 80% of brand social interactions for the customers it serves.¹²³
Customers and Market Context
Nectar holds official data partnerships across Meta, TikTok, LinkedIn, Reddit, and X. Its customers include e.l.f. Beauty, Babylist, Caraway, Liquid Death, Graza, Figma, and Kosas, alongside many Fortune 500 brands in home, beauty, technology, food and beverage.¹²³
U.S. spending on creator advertising is expected to reach $44 billion in 2026, according to the Interactive Advertising Bureau. Misbah Uraizee said brands that win the next decade will show up in every conversation in their own voice, adding that the conversations shaping what people buy have moved into DMs, comments, and group chats where no human team can realistically staff.¹²³
Less than a year out of stealth, Nectar powers more than 10 million conversations a week across pre-purchase, post-purchase, and creator workflows, growing 5X in the last three months.
Influencer marketing jobs shift to AI oversight
If you are weighing a career in influencer marketing or social media management, the role is changing from doing outreach to supervising AI that does it. The Creator Agent searches over 300 million profiles, drafts messages in a brand's voice, and manages contracts and gifting. Each agent replaces roughly 20 hours of manual effort per task per week, so hiring managers now value people who can set voice guidelines, review AI-drafted outreach, and handle exceptions rather than perform repetitive outreach themselves.¹²
For creators, this means brand partnerships increasingly come through automated discovery, not just pitches. Smaller creators gaining traction are now findable at scale, so building a distinct niche and consistent content matters more than follower count. Also, as U.S. creator advertising spending reaches $44 billion in 2026, brands will pay for creators who fit automated brand-voice criteria. Plan to negotiate rates based on engagement and content quality, since AI can track performance and attribute revenue directly to your posts.¹²
Sources
- techcrunch.com — https://techcrunch.com/2026/11/12/nectar-launches-an-ai-agent-to-automate-creator-discovery-and-outreach-for-brands/
- demandgenreport.com — https://www.demandgenreport.com/industry-news/news-brief/nectar-social-raises-30m-rebrands-itself-as-nectar-agent/53121/
- nectar.space — https://nectar.space/
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Read More →Written by Career Ahead AI. AI can make mistakes, so verify key facts. Report errors to support@careeraheadonline.com
