Instinct’s Unsolicited Product Recommendations Draw User Backlash
Instinct Selections began sending unsolicited shopping suggestions overnight, including a coffee flask linked to one user’s Blue Bottle subscription and travel plans. The late-September rollout drew backlash on X, while Instinct has not disclosed any revenue model.
AI startup Instinct rolled out a new product recommendation feature in late September 2026, and the initial response from users has been largely negative. The feature, called Instinct Selections, began pushing unsolicited suggestions for items like luggage, sunglasses, and travel accessories to users overnight — without being prompted to do so.
Founder Noah Shinn announced the feature on Tuesday, describing it as a partnership with “local chefs, designers, architects, travel guides,” and others to bring human-curated recommendations to the platform across dining, travel, and shopping categories. Instinct did not identify who those human partners are.
The rollout quickly drew criticism on X. Shruti Gandhi, a general partner at AI-focused investing firm Array VC, wrote that the experience felt “so disappointing,” comparing Instinct to “shitty Amazon recommends.” Entrepreneur Andrew Yeung also confirmed receiving unsolicited product suggestions. Chat Joglekar, founder of a business-buying marketplace, described his “first ‘ewwww’ moment with an AI assistant” after Instinct suggested products based on his email content and upcoming trips — including a coffee flask tied to a Blue Bottle subscription. A fourth user, Ash Thaker, asked that the feature at least prompt users before sending recommendations.
Instinct has not disclosed whether it is currently earning revenue from the recommendations, though the feature appears suited to advertising, commerce, or affiliate arrangements.
The launch follows Instinct’s announcement of a $1 billion Series C funding round valuing the company at $10 billion. The company has not disclosed its user count. In a recent podcast, Shinn said the platform is approaching $1 billion in annual transactions, with more than 50% related to travel.
The backlash highlights the risk of unsolicited recommendations in AI assistants — particularly as Instinct competes against agents from larger companies like Meta and OpenAI, which do not currently offer similar features.