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AI assistant Instinct’s valuation has quadrupled to $10B in a month, but is it worth the hype?

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A new AI assistant has emerged which tech insiders claim finally delivers what other apps have long promised —a bot which can book your plane tickets, draft emails and nab restaurant reservations.

Instinct, an upstart company which lives in iMessage or Whatsapp rather than its own separate app, lets users text it like you would an actual human assistant.

“You can use OpenClaw [a similar product] in iMessage, but they’re clunky experiences — this is the first AI assistant I’ve recommended my wife and kids, who aren’t techies, should use,” said John Borthwick of Betaworks, an early investor in Hugging Face (but who has no stake in Instinct).

The company is reportedly in talks to raise $1 billion at a $10 billion valuation — a number more than four times the $2.5 billion valuation investors estimated it was worth only a month ago. Overall, an enormous sum for a company only launched in February.

It’s so new, the product is still invite-only — which also adds to the allure.

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