AI startup Instinct launched a new feature called “Instinct Selections” on September 30, 2026. The feature aims to offer users personalized product and recommendation lists in the areas of food, travel and shopping. Founder Noah Shinn said the company plans to work with local chefs, designers, architects and travel guides to add “human taste” to AI recommendations. However, Instinct did not disclose who these partners are.
According to Shinn, the system will be able to recommend restaurants selected by chefs, routes suggested by local guides, and products from independent designers suited to the user’s style, space and budget. The company says its goal is to offer recommendations of a different quality from those found on the internet or provided by other chatbots.
The feature’s initial reactions, however, were negative. Array VC general partner Shruti Gandhi wrote that she received recommendations for carry-on luggage, sunglasses and a hat that she did not need. Entrepreneur Andrew Yeung also confirmed that he encountered product recommendations he had not requested. Chat Joglekar said he found it unsettling that Instinct recommended products he should buy based on his emails and upcoming trips.
It was noted that product recommendations should be naturally connected to the user’s request or the ongoing conversation; if they are sent randomly, they should be highly personalized and accurate. Otherwise, users may perceive them as advertising or unwanted messages.
Instinct did not disclose whether it is currently generating revenue from the recommendations or plans to do so. The feature was launched shortly after the company confirmed that it had received $1 billion in Series C financing at a $10 billion valuation. Shinn said annual transactions through the platform were approaching $1 billion, with more than 50% of them related to travel.
Why it matters
This development shows that personalization in AI-powered recommendations is not only about understanding user preferences, but also about when and in what context a recommendation is presented. Initial reactions indicate that unsolicited recommendations derived from emails and travel plans blur the line between personalization and unwanted prompting. For this reason, the feature will be evaluated not only for the accuracy of its recommendations, but also in terms of user expectations and perceptions of privacy. The company’s failure to disclose the identities of the experts it works with leaves open questions about how human input is selected and reflected in the recommendations. The lack of an indication as to whether revenue is being generated from the recommendations also shows that, despite claims about the high valuation and transaction volume, the commercial operation of this model has not yet become clear.
Background
Instinct is not a new name in the FikirPilot archive: we have published 5 news stories mentioning the name in the past 90 days; the latest is dated October 2, 2026.