Upfluence announced on September 11 that Jaice, its creator marketing assistant, is now a fully agentic platform capable of running an influencer program end-to-end without a human at the console. Discovery, outreach, fee negotiation, approvals, brand-safety screening, and payouts, a stack that historically sat with a full-time creator manager, now sit inside a single agent.
The pitch is a compression claim. “Upfluence’s agentic experience means that brands can go from a campaign brief to a program launch in as little as 5 minutes, compared to a typical process that can take 6 weeks and up to 20 hours of manual review,” said Vivien Garnès, Co-Founder and Co-CEO of Upfluence. That’s the whole product thesis in one sentence: what used to be a quarter of a quarter is now a coffee break.
The data behind Jaice’s recommendations is Upfluence’s real moat. Co-Founder and Co-CEO Kevin Creusy points to 12-plus years of creator intelligence, 3,600-plus brands, 14 million creators, and 35,000-plus programs run through the platform over the last four years. Internal analysis cited by AiThority and CompleteAITraining puts AI-written outreach at more than 20% higher response rates than manual messages, and finds brands 28% more likely to hire a creator surfaced by AI than one found through manual search. Jaice, previously described as an assistant, helped hire 160,000 creators in 2025.
MarTech confirms the newly autonomous scope covers fee negotiation, approvals, payouts, and brand-safety screening of creator videos. The platform is MCP-enabled, meaning workflows can be triggered from inside ChatGPT, Claude, or Cursor. Founders configure risk thresholds up front; edge cases route to a “held for brand-safety review” queue rather than shipping.
The strategic frame matters more than the demo. Influencer Marketing Hub argued in July that influencer platforms are shifting from competing on database size to competing on workflow orchestration. Upfluence’s own copy, “operate like a team 10x your size”, concedes the point. The buyer isn’t the enterprise brand manager anymore. It’s the 2-to-30-person DTC team that couldn’t staff a creator program at all.
That buyer is the same one showing up in adjacent data. Reporting that most solopreneurs now try AI before hiring anyone puts the figure at 86%, and last week’s Meta Muse agent aimed at consumer discovery points at the same reorganization from the demand side. Earlier coverage from Influencer Marketing Hub described Jaice as keeping “human oversight at the center of the process,” a phrase that reads differently now that the human is optional for most of the workflow.
The open question is whether autonomous negotiation and payments hold at scale once the long tail of contract disputes, brand-fit misses, and creator no-shows starts hitting the queue. Five minutes to launch is the easy part. Five weeks in is where the model earns it.
Sources
- https://www.upfluence.com/jace-ai-automated-influencer-marketing
- https://martech.org/the-latest-ai-powered-martech-news-and-releases/
- https://aithority.com/machine-learning/upfluence-unveils-agentic-creator-marketing-platform-to-help-teams-operate-at-10x-their-size/
- https://completeaitraining.com/news/upfluence-launches-agentic-creator-marketing-platform-that/
- https://influencermarketinghub.com/upfluence-ai-build-better-influencer-campaigns/