Instinct’s new product recommendations are giving some users the ick

Your AI assistant may start suggesting products you don't want.

The AI startup Instinct has introduced a new feature called Instinct Selections, which provides users with product recommendations. These recommendations are intended to be human-curated, with the company partnering with various individuals like chefs, designers, and travel guides to offer personalized suggestions. However, the rollout has been met with negative user feedback, with several individuals expressing dissatisfaction with unsolicited product pushes for items they do not need or want. Users described the experience as disappointing and comparable to unwanted advertisements. Instinct founder Noah Shinn stated the goal was to deliver high-quality, differentiated recommendations, but early reactions suggest the execution has fallen short of user expectations. The company recently secured a $1 billion Series C funding round, valuing it at $10 billion, and has not disclosed user numbers or revenue generated from these recommendations.

Instinct's pivot to product recommendations, even with a human-curated layer, highlights a key challenge for AI agents: balancing utility with intrusive advertising. The negative user response indicates that unsolicited sales pitches, regardless of curation quality, can alienate users and damage trust. This approach risks positioning Instinct as an advertising platform rather than a helpful assistant, especially as it competes with larger players that currently do not implement such features.

The immediate backlash suggests that companies exploring monetization through AI recommendations must prioritize user experience and consent. Future success for Instinct and similar AI startups may depend on their ability to integrate revenue streams that feel organic and additive, rather than disruptive. Observing how Instinct refines or retracts this feature, and whether competitors follow suit, will be crucial in understanding the evolving landscape of AI-driven commerce.