Instinct’s product recommendations draw complaints from some users

AI startup Instinct has begun sending users product recommendations through a new feature called Instinct Selections. The company says the feature will offer personalized lists for dining, travel and shopping, drawing on recommendations curated by people such as local chefs, designers, architects and travel guides.

Founder Noah Shinn announced the feature on Tuesday. Instinct has not identified its human partners. Shinn said the goal is to provide recommendations that stand apart in quality from results found on the wider internet and from those produced by other chatbots.

Some users said the suggestions arrived without being requested. Array VC general partner Shruti Gandhi wrote on X that she had received suggestions for carry-on luggage, sunglasses and a brimmed hat she did not need. Entrepreneur Andrew Yeung also said he received unsolicited recommendations. Chat Joglekar, founder of a business-buying marketplace, described suggestions based on information in his email and upcoming trips as off-putting.

Instinct has not said whether it earns money from the recommendations or plans to monetize them. The feature could support advertising, commerce or affiliate revenue, but the company has not confirmed such plans. TechCrunch said it asked Instinct for further comment.

The launch followed Instinct’s announcement of a $1 billion Series C round at a $10 billion valuation. The company has not disclosed its user count. In a recent podcast, Shinn said the agent was approaching $1 billion in annual transactions, with more than 50% related to travel.