Archive, an AI-native creator marketing platform, has launched an AI agent called “Archie” that finds and vets creators before a campaign can move forward. The agent is currently available to Archive customers through a waitlist.

A marketer tags @archie in Slack or Teams and describes a campaign the way they would brief a teammate. Archie proposes search criteria, runs the sourcing and vetting itself, and returns a shortlist of creators checked for competitor conflicts, inactive accounts, and fake audiences, with its reasoning attached to each pick. Marketers can approve creators directly or reject ones that miss the brief, and Archie incorporates that feedback into the next round. The company said the relationship with the creator remains the brand’s own.

Reviewing a creator list one profile at a time to check for those same red flags is exactly the kind of manual, hourly-billed work the industry has built entire vetting workflows around, and Archive is positioning Archie as a replacement for it rather than an add-on to it.

“When you get the right creators, the results speak for themselves. We’ve seen clients turn creator content into $4.5 million in earned media in two months on our platform,” said Paul Benigeri, Archive’s co-founder and CEO, in a press release. “That is what the right partners make possible, and it is why getting the strategic and vetted shortlist right from the start matters so much.”

Michael Lee, CMO of Ketone-IQ, described the shift on the client side: “We used to spend the better part of a week vetting creators for a single campaign. Archive shows us which creators our competitors are working with and where the whitespace is. Then we point Archie at that gap. Archie sources into exactly the lane we want, and does the hardest part for us by vetting their content. With Archie, my team spends its time on strategy, instead of digging through profiles.” Archive reported that early users saved more than 15 hours a week on sourcing.

Archive, founded in 2021 by Benigeri and Geoffrey Woo, says it processes tens of millions of videos a day across TikTok, Instagram and YouTube, and counts L’Oréal, DoorDash and Pinterest among its clients. The company is backed by Anti-Fund, Stripe, Tiger Global, Battery Ventures, Lux Capital and Human Capital.

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