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Instinct has begun rolling out Instinct Selections, a feature that adds human-curated recommendations in areas such as restaurants, travel, and shopping. However, some users received purchase suggestions without making a direct request, raising concerns that the assistant could become an advertising or commercial channel.
The founder of Instinct said that more than 50% of the platform’s transactions involving its AI agent relate to travel, and that annual transaction volume is approaching $1 billion, alongside 10% daily growth, according to his statements. Its plans for restaurant reservations raise questions about fairness and prioritizing some users over others.