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

image via TechCrunch

September 30, 2026, 3:56 PM

• •Instinct introduced “Instinct Selections,” a feature that pushes curated recommendations for dining, travel, and shopping.
• •Founder Noah Shinn said the company is working with chefs, designers, architects, travel guides, and other tastemakers, though it did not identify partners.
• •Several users said on X that the recommendations felt unsolicited, irrelevant, or invasive because they appeared without being requested.
• •TechCrunch reports the feature could become an advertising, commerce, or affiliate channel, though Instinct did not say whether it is monetizing the recommendations yet.
• •The rollout comes after Instinct confirmed a $1 billion Series C at a $10 billion valuation and said its agent is nearing $1 billion in annual transactions, with over half tied to travel.

Instinct has launched Instinct Selections, a feature that delivers human-curated recommendations for restaurants, travel, and products. Founder Noah Shinn said the company is working with tastemakers such as chefs, designers, architects, and local guides to improve recommendation quality beyond standard AI outputs. Early user reactions on X were negative, with some saying the suggestions were unsolicited, poorly matched to their needs, or unsettling because they seemed tied to email and trip data. The rollout also raises questions about whether the feature could become a commerce, affiliate, or advertising business for the AI startup as it scales after a major funding round.

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