Nectar launches an AI agent to automate creator discovery and outreach for brands

Nectar has launched Creator Agent, an AI tool that helps brands find creators, contact them and manage partnerships and campaign results. The launch reflects growing use of creators in advertising, while companies face the challenge of managing large numbers of relationships.

The agent searches more than 300 million creator profiles, reviews their content and past partnerships, and ranks potential matches, including smaller creators gaining traction. It can draft and send personalised messages, coordinate contracts and product deliveries, and track interactions; it is available globally for Instagram and TikTok creators. US creator advertising spending is expected to reach $44 billion in 2026, and Nectar plans to make the agent accessible through other AI assistants.