The influencer marketing world is booming, yet brands still struggle to scale campaigns efficiently. Booking ad deals with social media influencers often feels clunky, time-consuming, and heavily reliant on outdated agency models. Between messy spreadsheets and constant follow-ups, marketing teams burn countless hours just trying to manage creator partnerships.
But what if AI could handle all that heavy lifting? That’s the bold promise of Agentic Marketing Technologies (AMT), an agentic AI startup aiming to become the “Google Adwords for influencers.” Backed by a $3.5 million seed round led by San Francisco-based VC firm NFX, AMT is setting out to automate influencer marketing at scale.
How AMT’s AI Assistant ‘Lyra’ is Changing the Game
At the heart of AMT’s platform is Lyra, an AI-powered agent designed to communicate naturally with influencers. From negotiating deals and booking campaigns to tracking results and making payments, Lyra acts as a tireless virtual assistant.
Unlike traditional influencer platforms that rely on human operators, AMT’s AI autonomously identifies creators aligned with specific campaign goals. According to Tom Hollands, AMT’s co-founder and CEO, this eliminates the bottleneck many agencies face.
“The current model relies on young marketers juggling hundreds of partnerships until they burn out,” Hollands shared. “They can’t even remember who they’ve spoken to. We’re changing that by letting AI manage these relationships at scale.”
Multi-Model AI Power: Watching, Listening, and Understanding Creators
AMT takes a multi-model approach, leveraging OpenAI’s models for general tasks, Google’s Gemini for analyzing videos, and Hume AI for reading tone and sentiment. This unique combination allows Lyra to “watch” and understand influencer content deeply—grasping not just the message but also the tone of each creator.
“Lyra builds a relationship history just like a human partnerships manager would. It knows how to speak to each influencer based on previous conversations,” Hollands explained.
Why Brands Are Jumping In Early
Despite launching just three months ago, AMT is already attracting clients like Le Petit Luetier, Neoplants, and Wild. These brands are drawn to the platform’s ability to automate what traditionally takes hours of manual labor.
To put it into perspective, Hollands claims it typically takes around nine hours to lock in one influencer partnership. With AMT, the process is reduced to just five minutes.
Influencer Marketing’s $266 Billion Problem
The influencer marketing industry is expected to hit $266.92 billion in 2024. Yet, most SaaS platforms like GRIN and Upfluence, or marketplaces like ShopMy and Agentio, still rely on human involvement. Their seat-based pricing models limit scalability and flexibility for brands.
AMT flips this model on its head. By replacing human effort with AI-driven workflows, the platform offers a leaner, more scalable solution.
AI is Reshaping Marketing—And Investors Are Taking Notice
Backing AMT’s vision, Pete Flint, general partner at NFX, emphasized how agentic AI is rewriting the marketing playbook.
“AI is transforming industries, and marketing is no exception,” Flint noted. “What sets AMT apart is they’re not just building tools—they’re replacing human work. This approach makes AMT an inevitable part of the modern marketing stack.”
Relocating to San Francisco to Tap the Global Market
Originally based in London, AMT is now moving its headquarters to San Francisco—a strategic move as it gears up to tackle the U.S. market and beyond. With global demand for scalable influencer campaigns growing, AMT’s AI-first model could be the solution brands have been waiting for.
