The news: Agentic Marketing Technologies (AMT) is using its AI agent, Lyra, to autonomously match brands and influencers to meet campaign goals, contact creators using natural language, track results, and make payments.
The startup uses a combination of model providers—including OpenAI, Gemini, and Hume—to analyze influencers’ tone and content to find the most relevant brand partners.
AMT, founded in 2024, is entering a growing influencer market. We expect spending in the vertical to grow 15% YoY to $10.5 billion in 2025, outpacing digital and social ad spending.