Instinct has introduced a new feature called Instinct Selections that pushes product suggestions to users, and the rollout is already annoying some people.
The feature
Founder Noah Shinn announced the launch on Tuesday. The system now curates lists for dining, travel, and shopping by partnering with local chefs, designers, architects, and guides. The company aims to add human taste to its output rather than relying solely on data gathered from the wider web.
Shinn wrote on X that the assistant could pull restaurant lists handpicked by chefs who know the hidden gems in a user’s area. He added that the tool can suggest routes for new trails based on local guides or find home decor from independent designers that match a user’s style and budget. The goal is to offer quality recommendations that differ from what is found on the internet or what other chatbots produce.
The backlash
The reaction to these unsolicited pushes has not been positive.
Shruti Gandhi, a general partner at Array VC, wrote on X that she did not need to buy carry-on luggage, sunglasses, or a brim hat. She called the move disappointing and asked for a personalised shopping list of items she actually needs.
Andrew Yeung confirmed he received recommendations he had not asked for, a feeling he described as off-putting.
Chat Joglekar, founder of a business-buying marketplace, said he had his first ‘ewwww’ moment with an AI assistant when Instinct started suggesting products based on emails and upcoming trips.
Curated suggestions only feel useful if the user is asking for them or if they fit naturally into the current conversation. When they arrive at random intervals, the suggestions must be highly personalised and excellent, or the user will feel spammed.
This approach risks alienating users at a time when competitors from bigger companies like Meta and OpenAI do not offer similar features.
Business context
Instinct has not confirmed whether it is currently making money from these recommendations or plans to. The feature launched shortly after the company confirmed a $1 billion Series C round that values the firm at $10 billion. The company has not disclosed how many people use the product, though Shinn noted in a podcast that the agent regularly handles transactions for users.
In that interview with investor Patrick O’Shaughnessy, Shinn said the platform is approaching a billion dollars in annual transactions made through the agent, with more than 50% related to travel.
