Nectar, an influencer marketing platform, announced on Tuesday the launch of a new artificial intelligence agent designed to automate creator discovery and outreach for brands. According to the company, the tool identifies potential influencer partners, manages outreach communications, and tracks campaign performance, consolidating tasks that traditionally require manual effort across multiple platforms. Nectar said the agent aims to reduce the time brands spend sourcing and vetting creators while improving the consistency of partnership management.
The launch reflects a broader push within the marketing technology sector to embed AI agents into workflows that involve high-volume research and communication. Industry analysts note that influencer marketing has grown increasingly complex as brands work with larger networks of creators across platforms, making automation an attractive proposition for agencies and in-house teams alike. Nectar did not disclose pricing details or the specific AI models powering the agent. The company said the tool is available to existing clients, with broader access expected in the coming months.
Independent reporting synthesized from primary wires and global correspondents.