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Nectar launches AI agent for influencer outreach

Nectar’s Creator Agent automates the messy middle of influencer marketing by scanning 300 million profiles to find and vet creators. It goes beyond keyword matching, analyzing video content for brand safety and context rather than relying solely on keywords. The tool drafts personalized messages in a brand's voice, manages contracts, and tracks campaign performance on Instagram and TikTok. This marks a shift toward agentic workflows in marketing ops, though it competes with established players like Aspire. By handling logistics from contracts to gifting, it aims to replace manual spreadsheet management with autonomous relationship building. The system adapts tone for different social environments, ensuring brands sound appropriate whether posting on X or commenting on TikTok. This approach reduces the friction of scaling creator partnerships without losing human nuance.