Instinct valued at $10 billion after Muse, Dots launch

Instinct launched in August with an unusual playbook: invite-only, no marketing, and barely a website. Despite that, it quickly became the buzziest thing in AI, praised for its straightforward text-message interface and ability to handle chores like booking DMV appointments and sending follow-up emails. Then Muse arrived, followed by Dots — same products, more or less, from two far more powerful companies.

With Big Tech in the mix, it looked dubious that Instinct could keep ahead. But in testing, Instinct held its own, handling online tasks about as well as a robot can. Founder Noah Shinn, an early Sierra employee, is unfazed, saying Instinct's sole focus on a personal assistant for everyday life sets it apart.

The company was valued at $10 billion in late September, even after Muse launched. Analysts like Avi Greengart of Techsponential and Greg Ireland of IDC suggest that a venture-backed startup's primary objective is growth, and that future revenue may come from ads or an acquisition. Instinct has already dabbled in pushing recommended products.