Instinct Selections Sparks Backlash Over Unsolicited AI Shopping Tips
Instinct Selections pushes human-curated shopping, dining and travel tips, but unsolicited alerts unsettle some users after its $1 billion funding round.
Summary
Instinct launched Instinct Selections overnight on September 29, 2026, pushing personalized dining, travel and shopping lists alongside recommendations derived from web training data. Founder Noah Shinn said unnamed local chefs, designers, architects and travel guides will add human judgment, helping the agent suggest hidden restaurants, suitable trails and independent decor matched to a user’s style, space and budget.
The unsolicited alerts drew immediate criticism. Array VC general partner Shruti Gandhi received suggestions for carry-on luggage, sunglasses and a brim hat; entrepreneur Andrew Yeung also received unrequested picks. Marketplace founder Chat Joglekar said Instinct used email and upcoming-trip details to recommend a coffee flask linked to a Blue Bottle subscription and travel accessories. Ash Thaker requested opt-in alerts and user-controlled recommendation sources after receiving unwanted equipment suggestions for a future trip. The backlash comes as Instinct competes with Meta and OpenAI agents, which do not push similar suggestions. Instinct has not disclosed its partners, user count or whether Selections currently generates revenue through advertising, commerce or affiliate fees. The launch followed a $1 billion Series C valuing Instinct at $10 billion. Shinn told investor Patrick O’Shaughnessy that the agent is approaching $1 billion in annual transactions, with more than 50% related to travel.
Positives
- $1 billion in approaching annual transactions indicates substantial commerce already flows through Instinct’s agent.
- More than 50% of Instinct’s transactions involve travel, giving Selections a clear market for guide-curated recommendations.
- $1 billion in Series C financing values Instinct at $10 billion shortly before the new feature’s launch.
- Local chefs, designers, architects and travel guides could provide recommendations beyond generic suggestions derived from web data.
- Selections aims to match restaurants, trails and home decor to each user’s preferences, style, space and budget.
Risks & concerns
- Shruti Gandhi, Andrew Yeung, Chat Joglekar and Ash Thaker received recommendations they had not requested.
- Email and upcoming-trip details informed Chat Joglekar’s suggestions, making the assistant’s personalization feel intrusive.
- Instinct has not identified the experts curating its dining, travel and shopping recommendations.
- Instinct has disclosed neither its user count nor whether Selections earns advertising, commerce or affiliate revenue.
- Unsolicited alerts risk feeling like spam while Instinct competes with Meta and OpenAI agents that do not push similar suggestions.