The next brand deal pitch sitting in your DMs might not have been written by a person. According to TechCrunch‘s Lauren Forristal, the marketing startup Nectar has launched a “Creator Agent” built to handle most of the grunt work of influencer marketing, from finding creators and messaging them to managing the partnership and tracking results.

What the agent does

Nectar was founded by sisters Misbah and Farah Uraizee, both former Meta employees, and came out of stealth last year as an AI-driven operating system for marketing teams. Its new agent is pitched as a replacement for the weeks marketers spend scrolling social feeds, building spreadsheets and sending one DM at a time.

The company says the agent searches more than 300 million creator profiles, including smaller accounts that are gaining traction before they get big. It analyzes videos to understand what a creator actually posts about, checks whether their past brand partnerships fit, and reviews brand safety by looking at content in context instead of just scanning for keywords. It then builds ranked lists of recommendations and adds new matches as creators grow.

Pitches written in the brand’s voice

Once a match is found, the agent can draft and send outreach in a brand’s voice, spin up custom landing pages to collect creator details, and help handle contracts, product gifting and shipping. It also keeps a memory of past conversations, so teams don’t have to track every relationship by hand.

“Brands can share voice guidelines in any format, and Nectar picks up the rest from their history,” CEO Misbah Uraizee told TechCrunch, adding that the tool knows “the difference between a quote post on X and a TikTok comment section.”

One feature is sure to raise eyebrows on the creator side: the agent watches for personal milestones in creators’ lives, like an engagement, a new baby or finishing a marathon, and can suggest a personalized message or gift to go with them.

Where it fits

As Traders Union‘s Jainam Mehta notes, Nectar is entering a crowded race to automate creator outreach, joining platforms like Aspire and GRIN that have rolled out their own AI assistants. The timing tracks with where the money is going: the Interactive Advertising Bureau expects U.S. creator ad spending to hit $44 billion in 2026.

Creator Agent is available globally now and covers Instagram creators and TikTokers. Nectar also plans to make it usable through its Model Context Protocol connection, so teams can run it inside AI assistants such as Claude, ChatGPT, Gemini and Copilot. The company raised a $30 million Series A in May led by Menlo Ventures and its Anthology Fund.

The takeaway

For creators, tools like this cut both ways. Smaller accounts could get discovered by brands that never would have found them by hand, and paperwork like contracts and shipping may move faster. But it also means more pitches will come from software, sometimes tuned to your personal life. The creators who win in that setup will be the ones who know their rates, read the contract and remember that a friendly, personalized DM is still a sales pitch.

Image: AI-generated illustration.