Boston-based creator marketing platform partnrUP.ai has announced a platform rebuild, using AI agents to automate work the company says previously took brands and agencies roughly 20 hours per campaign, before additional time spent on strategy development and creative briefing.

The rebuilt platform uses what the company calls “persistent brand intelligence,” reusable creator personas, and AI agents to compress work that historically took more than 24 hours, once strategy development and creative briefing are included. partnrUP says the changes cut that manual workload by more than 99%.

“For CMOs, agencies and the practitioners doing this work every day, the opportunity with AI is not just writing faster copy. It is eliminating entire layers of manual work,” said Jessica Thorpe, CEO and co-founder of partnrUP.ai. “When the CEO of Unilever talks about wanting an influencer in every ZIP code, you start looking at everything that has to happen before that creator is ever activated. Discovery, vetting, shortlisting, recruitment strategy and briefing cannot remain a 24-hour process if brands want to operate at that scale.”

During onboarding, the platform now collects information about a brand, its products and its target audiences, then builds reusable audience and creator personas that inform future discovery and planning. Those personas feed partnrUP’s AI agents, which help develop recruitment strategy, draft outreach to creators, recommend qualification questions, generate campaign hooks, and prepare an initial creative brief.

The rebuild also sped up the campaign builder itself. According to the company, average setup time across paid UGC and influencer posting campaigns fell from an approximate benchmark of 28.4 minutes to 8.3 minutes, a 3.4x improvement. Paid influencer posting campaigns specifically improved from about 33.3 minutes to 9.1 minutes, and UGC campaigns from about 24.5 minutes to 7.7 minutes. Product gifting and PR seeding campaigns saw setup time fall by approximately 83%, saving brands roughly 20 minutes per campaign against historical benchmarks. Existing partnrUP customers include Dole, JUNK Brands and Red’s All Natural.

The company operated for years as gen.video before rebranding to partnrUP.ai following its acquisition of Lionize. In an interview with Net Influencer last year, Thorpe described the AI agents underpinning the platform as automation for the parts of creator marketing she considers “tedious and adds no value,” including “the scrolling, the searching, and sending the same email over and over.” She has drawn a distinction between automating that workflow and automating creative or editorial judgment, stating that “the agents do the work, but I make the yes-or-no decision every time.”

partnrUP frames the rebuild as infrastructure for brands moving from periodic influencer campaigns toward larger, always-on creator programs, an operational shift the company says makes manual discovery, recruitment, and briefing increasingly difficult to sustain at scale.

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