The news: Creator marketing platform Archive launched Archie, an agentic tool that helps brands research and vet influencers for partnerships.

Archive clients can tag Archie in Slack or Teams and describe campaign plans and goals. Archie then proposes criteria for a creator, searches and vets them, and produces a list of partners that could match with the reasoning provided for each selection. Control over booking remains in brands’ hands.

Archie is available on a waitlist for Archive clients, which include Momofuku, Notion, Parade, Ruggable, and Uniqlo.

Why it matters: Finding creators who align with target audience and brand values are the top two influencer marketing challenges reported by global marketers, per Sprout Social. Archie targets these bottlenecks that can slow down campaign and partnership development.

That vetting process can require manually cross-referencing follower information, engagement history, competitor conflicts, and audience authenticity, in addition to sorting out inactive accounts or profiles that post AI slop. Those workflows can scale poorly as brands run more campaigns across multiple platforms.

Archie’s launch also coincides with a broader shift in how brands are using agentic AI. Over half (53%) of marketers worldwide use genAI for audience targeting and segmentation, per WARC and TikTok. Archie extends this adoption into creator sourcing by reducing reliance on manual research and third-party influencer marketplaces.

Recommendations for marketers: Research and shortlisting are areas where even brands that are wary of AI adoption can experiment with the technology on a safe, internal level.

• See whether Archie—or similar tools from Upfluence, Modash, and HypeAuditor—can reduce creator research phases and streamline creator program development.
• Pressure test AI’s reasoning and evaluate how each suggested creator stands up against internal vetting criteria, especially when considering brand safety and audience overlap.