Instinct's unsolicited product recommendations spark user backlash

Instinct, a high-profile AI startup that recently landed a $1 billion funding round, has begun rolling out unsolicited product recommendations to its users—and the reception has been mixed at best.

The new capability, called Instinct Selections, surfaces personalized shopping and dining suggestions drawn from human curators—local chefs, designers, travel guides, and similar experts—rather than relying solely on what the AI learns from internet training data. Founder Noah Shinn framed the feature as a way to combine algorithmic smarts with genuine human taste.

How it works#

Instinct partners with domain experts to assemble handpicked lists. A user researching restaurants in a new city, for instance, might now receive suggestions from local chefs familiar with lesser-known venues. Travelers seeking hiking routes could get recommendations from regional guides, and those shopping for home decor might see curated pieces from independent makers tailored to their budget and aesthetic.

The goal, Shinn explained, is to deliver recommendations that stand apart in quality from generic internet results or what competitors' chatbots offer.

Early reactions: enthusiasm meets frustration#

The initial user response reveals a sharp divide. Several prominent tech figures have aired grievances on social media, pointing out that the suggestions often address needs they never expressed. A venture investor reported receiving recommendations for carry-on luggage and sunglasses she didn't want. Another entrepreneur received unsolicited shopping nudges. A third described an "ewww" moment when Instinct suggested purchases based on patterns in his email and calendar.

The core complaint: suggestions that arrive at random moments, without being asked for, read less like helpful guidance and more like advertising—especially if they miss the mark on what users actually need.

The monetization question#

Instinct has not disclosed whether the feature generates revenue or how it might eventually do so, but observers note the obvious potential: affiliate commissions, advertising partnerships, or direct commerce arrangements could all be at play. The feature arrives shortly after the company's Series C close valued it at $10 billion, though Instinct has not publicly shared user counts that would justify such a valuation. In recent comments, Shinn noted the platform processes hundreds of millions in annual transactions, with travel accounting for more than half.