CreatorOS has launched Nutcake, an artificial intelligence assistant for creator marketing, available free to brands and agencies.
The launch marks a shift for the London-based business beyond campaign management software into tools that automate more of the day-to-day work involved in influencer campaigns. Nutcake sits on top of CreatorOS’s existing platform, which has been used to run campaigns for brands including McDonald’s, Three, Crocs, Subway and Channel 4.
Nutcake is designed to handle tasks across strategy, creator discovery, brief writing, project management, contracting, payments and campaign delivery. Brands and agencies can enter campaign objectives, and the system will suggest creator styles and formats, produce a brief, and track workflow through to delivery and performance analysis.
Campaign automation
A central part of the launch is a competitive intelligence tool, available to brands and agencies free from the outset. It tracks creator collaborations in real time and is intended to help marketing teams monitor rival activity as sponsored posts go live.
According to CreatorOS, the data set behind the service already includes more than 500,000 sponsored #ad posts, with 50,000 more added each week, as well as a further 100,000 brand posts. The data is used to identify trends in content formats, hooks and messaging within specific categories.
Alongside the product launch, CreatorOS has made 15,000 vetted UK creator profiles publicly available on the platform. The database is aimed at brands and agencies looking for professional creators and includes direct agent contacts, rate card guidance and additional profile data.
The move reflects broader demand from marketers for tools that reduce manual work in creator campaigns, particularly as brands manage larger rosters of influencers across several platforms. It also places CreatorOS among a growing number of businesses applying artificial intelligence to advertising operations, research and workflow management.
Creator features
The platform also includes features aimed at creators. They can share audience data directly from Meta and TikTok APIs, communicate with brand partners through a WhatsApp integration and send pitches to brands through the platform.
CreatorOS has also added contract guidance tools intended to help creators understand agreement terms and negotiate fairer arrangements. These services are designed to improve the working relationship between brands commissioning campaigns and the people producing the content.
Agency growth
CreatorOS was founded in 2020 by Tim Mitchell and Will Cookson. Since then, it has worked with London agencies including Saatchi & Saatchi, Leo Burnett, Lucky Generals and BBH, according to the company.
Mitchell outlined the company’s position on the launch.
“The brands getting the most out of creator marketing are the ones who can move quickly, brief well and manage relationships at scale, and that’s exactly what Nutcake is built to deliver. What makes Nutcake powerful is what’s behind it: a connected ecosystem of brands and creators, years of proprietary data and a platform that has already delivered campaigns for some of the biggest brands in the market,” said Tim Mitchell, Chief Executive Officer, CreatorOS.
“Nutcake is the agentic layer that makes all of that work harder and faster for the people running campaigns day to day. When it writes a brief, identifies a creator or keeps a campaign on track, it’s drawing on something real. That’s what sets it apart,” added Mitchell.