Instinct, the buzzy AI agent startup, has introduced a new feature called Instinct Selections that pushes product recommendations to users. Founder Noah Shinn said the feature draws on partnerships with local chefs, designers, and travel guides to offer what he called "human taste" alongside AI-generated suggestions. The goal, he wrote, is to deliver recommendations that stand out from what other chatbots or general web searches might produce.
The rollout has not gone over well with some users. Several people on X reported receiving unsolicited suggestions for items like carry-on luggage, sunglasses, and travel accessories. Shruti Gandhi, a general partner at Array VC, said the feature felt disappointing and compared it to a "shitty Amazon recommends app." Other users echoed that the recommendations arrived without being requested and did not match their actual needs, with one founder describing an "ewwww" moment when the assistant suggested a coffee flask based on a subscription and upcoming trips.
The feature arrives shortly after Instinct confirmed a $1 billion Series C round at a $10 billion valuation. The company has not said whether it currently makes money from recommendations, though the move appears suited to advertising, commerce, or affiliate revenue. Instinct also faces competition from larger AI agents, including those from Meta and OpenAI, which do not push product suggestions in the same way.