Nectar, the agentic growth operating system connecting businesses to consumers, launched Nectar MCP, which connects a brand’s Nectar data to ChatGPT, Claude, Gemini and Copilot. It is built on the Model Context Protocol, the open standard AI assistants use to connect to outside data.

AI assistants have become where a lot of marketing work happens. Teams have connected them to their sales numbers and their plans, but the assistants still can’t see the customer: what people are asking for and complaining about on social media, and which creators they listen to. That is increasingly where buying decisions get made. Until now, getting that into a chat meant exporting a report from a dashboard and pasting it in or uploading spreadsheets, and most of the context was lost along the way.

Marketing Technology News: MarTech Interview with Mark Listes, CEO @ Pendulum Intelligence

Nectar MCP removes that step. Once it’s connected, the assistant can work from the same data Nectar gathers through its official data partnerships with Meta, TikTok, Reddit, YouTube and X. This includes data such as the comments and mentions around the brand, the creators talking about the brand and the competitors it tracks, along with the analysis Nectar runs on all of it. Teams already ask Nectar’s agent questions like these. Now they can ask them in the assistant they use for everything else:

• Community: What are people saying about our launch, and how has sentiment shifted since it went live?
• Creator: Find US beauty creators who’ve posted about our two biggest competitors in the last 90 days but never about us.
• Social: Which trending TikTok sounds and formats in our category should we try this week, and what would an on-brand version look like?
• Customer care: What are customers asking us most this month, and what creative would work well for meta ads?
• Insights: We want to enter this product category, how are competitor products performing, where are they falling short?

“Every company is trying to give its AI the full picture of the business, and what customers say has been the missing piece,” said Misbah Uraizee, co-founder and CEO of Nectar. “Social is the most honest signal a brand gets, and until now performance and consumer insights have lived in dashboards no AI could read. Now a marketer can ask how last week’s launch landed and what to do next, and get one answer that connects what customers said with what they bought.”

Marketing Technology News: How MarTech Is Enabling Autonomous Brand Engagement Across Channels?

“Since 2023 we’ve been building the data infrastructure for social: the content, comments and creators and consumer signals around a brand, collected and organized as they happen,” said Farah Uraizee, co-founder and CTO of Nectar. “MCP is how that reaches the rest of the business. We want Nectar to be for consumer conversations what Bloomberg is for market data, the source that every system and every agent checks first.”