Instinct adds human-curated recommendations and some users object

In short: Instinct has started sending some users product and travel recommendations, and early reactions include complaints about unwanted suggestions.

What happened

Instinct, a startup that offers an AI assistant (a chatbot that can help you plan and buy things), rolled out a new feature called Instinct Selections. The feature creates personalized lists for areas like dining, travel, and shopping.

Founder Noah Shinn said the company is partnering with people like local chefs, designers, architects, and travel guides to add “human taste” to recommendations. The idea is that suggestions will not only come from the AI’s training on internet text, but also from lists put together by humans.

Some users say the rollout feels pushy because the recommendations showed up when they did not ask for them. For example, investor Shruti Gandhi wrote on X that Instinct began suggesting items like carry-on luggage and sunglasses that she did not need. Other users said they got suggestions based on information from emails and upcoming trips, which felt uncomfortable, like a store clerk following you around and offering items you never requested.

Instinct did not say whether it is already making money from these recommendations. TechCrunch reported that the feature could lead to advertising, shopping commissions, or other sales-related revenue.

Why it matters

AI assistants are increasingly used for shopping and travel, which means they can influence what people buy. If recommendations feel like spam or surprise ads, users may lose trust and stop using the tool. Instinct’s timing also matters because it recently announced a $1 billion funding round that valued the company at $10 billion, and it is competing with AI assistants from larger companies.

Source: TechCrunch AI