Instinct, a prominent AI startup, is facing user backlash after rolling out a new feature that pushes unsolicited product recommendations to its users. The initiative, dubbed "Instinct Selections," aims to monetize the platform by offering curated lists for dining, travel, and shopping, but early reactions suggest the implementation is alienating some of its core audience.
What Happened
Founder Noah Shinn announced the launch of Instinct Selections on Tuesday, describing it as an effort to bring "human taste" to the AI agent’s suggestions. The feature partners with local experts—such as chefs, designers, architects, and travel guides—to curate personalized lists. Shinn stated on X that the goal is to differentiate the service from general internet searches and other chatbots by leveraging human expertise rather than relying solely on training data. However, the company did not specify who these human partners are.
The rollout involved pushing product suggestions directly to users, often without explicit prompts. This approach triggered immediate criticism from the tech community. Shruti Gandhi, a general partner at Array VC, described the experience on X as feeling like a "shitty Amazon recommends app," noting that she received suggestions for items like carry-on luggage and sunglasses that she did not need. Other users, including entrepreneur Andrew Yeung and marketplace founder Chat Joglekar, reported similar issues with unsolicited notifications for travel accessories and coffee flasks based on their email data and upcoming trips.
Why It Matters
The negative reception highlights the delicate balance between monetization and user experience in the emerging AI agent market. As Instinct competes with major players like Meta and OpenAI, which do not currently employ this aggressive recommendation strategy, the company risks eroding user trust by prioritizing commerce over utility. Critics argue that for curated suggestions to be effective, they must be either explicitly requested by the user or naturally integrated into an ongoing conversation. Random, unsolicited pushes risk being perceived as spam, particularly if the recommendations lack high personalization and relevance.
This feature launch follows Instinct’s confirmation of a $1 billion Series C funding round, which valued the company at $10 billion. While Shinn recently noted on a podcast that the platform is approaching a billion dollars in annual transactions—over 50% of which are travel-related—the company has not disclosed its total user count. The introduction of a potential advertising or affiliate revenue stream suggests Instinct is under pressure to demonstrate clear business models to justify its valuation, even if it comes at the cost of user satisfaction.
The Bottom Line
Instinct is attempting to pivot toward a commerce-focused model by integrating human-curated product recommendations, but early user feedback indicates that unsolicited suggestions are being viewed as intrusive rather than helpful. The company has not yet confirmed whether it generates revenue from these specific recommendations, though the feature appears designed to facilitate affiliate or advertising income. TechCrunch has requested further comment from Instinct regarding the rollout and its monetization strategy.