Instinct, a startup AI agent, gained buzz with a quiet invite-only launch in August, offering a text-message-based assistant that handles chores like booking DMV appointments and sending follow-up emails. Its success drew attention from OpenAI and Meta, which released similar agents, Muse and Dots, putting pressure on the smaller company.
According to The Verge's Allison Johnson, Instinct has held its own against those rivals in hands-on testing, though it still misses details a human would catch—like a prerequisite class for a swim lesson. Founder Noah Shinn argues that Instinct's sole focus on personal assistance differentiates it from larger companies building AI products for a range of customers.
Instinct has no app and no subscription fee for now; users interact with it through iMessage, WhatsApp, or email. The company was valued at $10 billion in late September, even after Muse launched. Whether the startup can sustain its momentum remains uncertain, but its early traction and investor confidence are notable.