AI startup Instinct has introduced a new feature called "Instinct Selections," which provides users with personalized product recommendations in areas such as dining, travel, and shopping. Founder Noah Shinn announced the debut of the feature on Tuesday, stating that the goal is to incorporate "human taste" by partnering with local experts, such as chefs, designers, and travel guides, to differentiate the service from standard AI suggestions.
Product LaunchesFundingInstinctInstinct SelectionsNoah Shinn
Instinct's new product recommendation feature draws user backlash
However, the rollout has faced immediate criticism from users who found the unsolicited suggestions intrusive. On X, Shruti Gandhi, a partner at Array VC, expressed disappointment, noting that the recommendations for items like luggage or hats were unnecessary. Other users reported receiving product suggestions based on private data, such as email contents or upcoming trips, leading to what some described as an "ewwww" moment with the AI assistant.
The feature arrives following Instinct's recent $1 billion Series C funding round, which valued the company at $10 billion. While the company has not disclosed the specific revenue model for these recommendations, the move appears to target advertising or affiliate commerce. Unlike competitors such as Meta or OpenAI, Instinct's agent has begun pushing these suggestions directly to users, a move that critics suggest requires high levels of personalization to avoid being perceived as spam.
Sources
- Instinct’s new product recommendations are giving some users the ick （TechCrunch AI, 2026-09-30）