{
  "id": 19697982,
  "title": "Nectar launches an AI agent to automate creator discovery and outreach for brands",
  "url": "https://urgent.news/2026/11/12/nectar-launches-an-ai-agent-to-automate-creator-discovery-and",
  "topic": "ai",
  "section": "AI",
  "published": "2026-11-12T19:11:00.000Z",
  "source": {
    "name": "TechCrunch",
    "slug": "techcrunch",
    "url": "https://techcrunch.com/2026/11/12/nectar-launches-an-ai-agent-to-automate-creator-discovery-and-outreach-for-brands/"
  },
  "original_language": "en",
  "account": "Nectar, an AI marketing platform founded by Meta ex-employees Misbah and Farah Uraizee, has unveiled its new \"Creator Agent\" AI assistant aimed at simplifying influencer marketing tasks. The agent automates the process of discovering creators, managing partnerships, and tracking results, which typically consume weeks of manual work by marketing teams.\n\nPowered by AI, the Creator Agent can sift through over 300 million creator profiles to identify potential partners, including lesser-known creators with growing influence. It analyzes video content to assess the relevance of creators' posts to a brand and ensures brand safety by reviewing content in context rather than keyword searches.\n\nWhen a suitable match is found, the agent drafts personalized messages in the brand's voice, generates custom landing pages, manages contracts, and monitors campaign performance. The system also tracks personal milestones in creators' lives to suggest tailored messages or gifts, fostering relationships that feel more personal than traditional advertising deals.\n\nAvailable globally and initially focusing on Instagram and TikTok creators, Nectar's Creator Agent is set to roll out through its Model Context Protocol (MCP), enabling integration with popular AI assistants like Claude, ChatGPT, Gemini, and Copilot. The company plans to expand the agent's capabilities further, addressing the growing trend of brands relying on creators to reach customers. With U.S. spending on creator advertising projected to hit $44 billion by 2026, Nectar's AI-driven approach offers a promising solution for brands managing relationships with hundreds or thousands of creators.",
  "summary": "Nectar's new AI agent automates influencer marketing, helping brands discover creators, manage outreach and partnerships, and track campaign results.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}