Instinct’s AI Product Recommendations Spark User Backlash Over Unwanted Suggestions

AI startup Instinct has introduced a new feature, Instinct Selections, that offers personalised recommendations for dining, travel, and shopping. However, the rollout has already received mixed reactions from some users who say the suggestions feel unwanted.

The feature aims to combine AI recommendations with human-curated expertise from chefs, designers, architects, travel guides, and other specialists. Instinct founder Noah Shinn said the goal is to provide recommendations that feel more personalised and higher quality than typical internet searches or chatbot responses.

AI Recommendations Meet Human Curation

With Instinct Selections, the company says users can receive suggestions based on their preferences, including restaurant recommendations, travel ideas, local activities, and products that match their style or needs.

Shinn announced the feature on X, explaining that the company wants to work with experts who can provide “human taste” alongside AI-generated recommendations.

However, Instinct has not disclosed which human partners are involved in creating these curated lists.

Users Question Unsolicited Product Suggestions

Some users reacted negatively after receiving product recommendations they didn’t request. Investor Shruti Gandhi shared that suggestions for items such as luggage and accessories felt disappointing because they were not based on an immediate need.

Other users, including entrepreneur Andrew Yeung and founder Chat Joglekar, also criticised the feature, saying unexpected product suggestions based on personal information or upcoming plans could feel intrusive.

Several reactions were shared publicly, including posts from Shruti Gandhi, Andrew Yeung, and Chat Joglekar.

Challenge of Building Useful AI Agents

The response highlights a broader challenge for AI assistants: recommendations need to feel helpful, not like advertising. Users may accept suggestions when they are directly connected to a request, but random recommendations require a high level of personalisation to avoid feeling intrusive.

Instinct has not confirmed whether it currently earns revenue from recommendations or plans to introduce advertising or affiliate models around the feature.

The launch follows Instinct’s recent $1 billion Series C funding round, which valued the company at $10 billion. The company has said its AI agent handles transactions for users, with founder Noah Shinn previously discussing significant transaction activity through the platform.

The feature announcement and user reactions also drew attention through posts from Noah Shinn and other users sharing their experiences with the AI assistant.