Instinct, the buzzy AI startup, has revealed a new potential revenue stream: product recommendations. The company's AI agent began pushing product suggestions overnight as part of a new feature called Instinct Selections, which curates personalized lists for users in areas like dining, travel and shopping.
Founder Noah Shinn announced the feature's debut on X, explaining that the idea is to partner with 'local chefs, designers, architects, travel guides' and others to bring 'human taste' to the product. Instead of relying only on what the AI could suggest based on its training data from the wider web, the company is partnering with people to offer human-curated suggestions. Instinct did not share who those human partners are.
'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,' Shinn wrote. '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.'
'Our goal is to deliver world-class recommendations that are differentiated in quality from what you might find on the internet, and from what other chatbots produce,' he added.
But the initial reaction to the seemingly unsolicited product pushes has not been fully positive. Shruti Gandhi, a general partner at AI-focused investing firm Array VC, wrote on X: 'Instinct became shitty Amazon recommends app overnight. I didn't need to buy carry on luggage, sunglasses, or a brim hat. This feels so disappointing. At least make me a personalized shopping list of things I actually need!!'
Andrew Yeung, an entrepreneur, confirmed on X that he also received product recommendations he hadn't asked for, which he said can feel off-putting. A third user, Chat Joglekar, the founder of a business-buying marketplace, wrote that he had his first 'ewwww' moment with an AI assistant when Instinct started to suggest products he should buy.