The innovative AI startup Instinct has introduced a new revenue model focused on product recommendations. However, the initial rollout of this feature has met with significant user dissatisfaction.
Overnight, the AI agent began sending out product suggestions as part of "Instinct Selections," a new tool designed to curate personalized lists for users in sectors such as dining, travel, and shopping.
Founder Noah Shin announced the feature's debut on Tuesday, explaining that the strategy involves partnering with "local chefs, designers, architects, travel guides," and other professionals to offer "human taste" in the recommendations.
This approach aims to supplement the AI's standard training data with human expertise. (Instinct has not disclosed the specific identities of these human partners.)
Shin elaborated on a recent post on X, stating, "The next time you’re looking for a restaurant, Instinct can pull from a list handpicked by chefs who know the hidden gems in your area."
He continued, "If you want to find a new trail to explore, Instinct can draw on recommendations from local guides and suggest a few routes that fit your preferences. And if you’re looking to add some color to your home, Instinct will find pieces from independent designers that match your style, space, and budget." Shin emphasized that the goal is to provide world-class recommendations that differ in quality from generic internet search results or other chatbots.
Despite the curated intent, the immediate reception to these unsolicited product suggestions has been negative.
Shruti Gandhi, a general partner at the venture capital firm Array VC, criticized the feature on X, expressing that she did not need to buy carry-on luggage, sunglasses, or a brim hat. She described the experience as disappointing and urged the company to provide a personalized shopping list of necessary items.
Another entrepreneur, Andrew Yeung, confirmed on X that he also received irrelevant product recommendations, finding the experience off-putting.
Chat Joglekar, founder of a business marketplace, described a "ewwww" moment when the AI suggested products based on his email and upcoming trips, specifically noting a suggestion for a to-go coffee flask due to a Blue Bottle subscription.
Experts suggest that for curated suggestions to be useful, they should align with user requests or fit naturally into the conversation context. If product suggestions arrive randomly, they must be highly personalized and excellent to avoid feeling like spam.
This strategy is crucial as Instinct competes with larger AI agents from companies like Meta and OpenAI, which generally do not push unsolicited advertisements.
A user suggested that the company should ask for permission before showing recommendations and allow users to curate their own sources, noting a random notification for travel equipment for a trip they hadn't asked for.
Instinct has not confirmed if it is currently monetizing these recommendations, though the feature appears designed for advertising, commerce, or affiliate marketing.
The product launched shortly after Instinct secured a $1 billion Series C funding round, valuing the company at $10 billion. While Shin stated in a recent podcast that the agent regularly handles transactions for its users, the company has not released user figures to justify the high valuation.
In the same podcast interview with investor Patrick O'Shaughnessy, Shin revealed that the platform is approaching $1 billion in annual transaction volume, with more than 50% of these transactions related to travel.
The Editorial Staff at AIChief is a team of professional content writers with extensive experience in AI and marketing. Founded in 2025, AIChief has quickly grown into the largest free AI resource hub in the industry.