We tested Instinct, Muse and Grokbot. They’re ridiculous.
We tested Instinct, Muse and Grokbot. They’re ridiculous.
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Quick Insights

The discussion offers no high-conviction trade, price target, or timeframe; avoid treating AI excitement alone as a buy signal. Meta (META) is the clearest public-company way to gain exposure to consumer AI assistants, but its reported 24% monthly rise makes valuation and sustained adoption important to assess before buying. Monitor Amazon (AMZN), DoorDash (DASH), Booking Holdings (BKNG), and Expedia (EXPE) for signs that AI agents are diverting shopping, delivery, or travel bookings from existing platforms.

Detailed Analysis

Meta Platforms (META)

  • Meta’s Muse personal-assistant product was presented as a new competitor in the race to build AI agents for everyday tasks.
  • The speakers said Meta’s stock had risen 24% over the preceding month, which they linked to Muse’s launch; they estimated that this added roughly $500 billion to Meta’s market value. These are figures reported in the discussion, not a forecast.
  • Meta’s strategy includes acquiring talent and moving quickly to compete with products such as Instinct. Its scale and resources may help it compete, but the speakers emphasized how quickly rivals can leapfrog one another.

Takeaways

  • Muse could be a meaningful product catalyst for Meta, but the discussion offers no valuation analysis or evidence that the stock’s reported gains will continue.
  • Treat the AI-assistant race as highly competitive: product adoption and sustained execution matter, and today’s leaders may not remain leaders.

Amazon (AMZN)

  • The speakers said Amazon had blocked Muse from making purchases on its platform.
  • They viewed AI agents as a potential threat to Amazon’s role as a default shopping destination: an agent could compare prices across retailers and direct customers elsewhere.

Takeaways

  • Monitor whether AI assistants change how consumers discover and buy products. If agents increasingly choose retailers on users’ behalf, Amazon could face pressure on customer loyalty and its position in online shopping.
  • This was discussed as a competitive risk, not as a specific prediction about Amazon’s earnings or share price.

DoorDash (DASH)

  • DoorDash was used as an example of an intermediary that charges both customers and merchants for connecting orders with restaurants.
  • The speakers suggested that AI agents could shift leverage toward whichever service chooses where a customer’s order goes. This could challenge existing delivery platforms’ relationships with users and merchants.

Takeaways

  • The key issue is whether AI agents become a new layer between consumers and delivery platforms, or instead continue routing customers through services such as DoorDash.
  • The discussion did not make a direct forecast for DoorDash’s stock.

Booking Holdings (BKNG) and Expedia Group (EXPE)

  • The speakers argued that AI agents could compare travel options and make bookings directly, potentially weakening the role of online travel intermediaries.
  • They described Booking.com and Expedia as businesses that could be vulnerable if consumers delegate searching and purchasing to an agent.

Takeaways

  • Watch for changes in how travel bookings are sourced and whether AI assistants direct transactions away from established platforms.
  • The transcript presents disintermediation as a risk, not a definitive prediction that these companies’ businesses will be displaced.

Instinct (Private)

  • Instinct was described as a new AI personal assistant that users interact with by text. The speaker said it could handle tasks such as arranging appointments, contacting customer support, and helping with event planning.
  • The company was said to have moved through valuations of roughly $2.5 billion, $5 billion, and $10 billion over several weeks. Its founder reportedly claimed 10% daily growth, a rate another speaker challenged as difficult to sustain.
  • One speaker said Instinct had become slow at times as usage grew. The company also reportedly said users had routed more than $1 billion in transactions through the service, with travel accounting for a large share.

Takeaways

  • AI assistants that can complete tasks and purchases—not just answer questions—could become valuable platforms.
  • The growth and valuation claims are striking but come with substantial uncertainty: the company is young, competition is intense, and the speakers noted service slowdowns and the possibility that a large incumbent could overwhelm a startup.
  • Instinct is private; the discussion did not identify a public investment route or recommend investing.

Meta Muse (Private Product)

  • Muse was described as similar to Instinct but faster and backed by Meta’s larger technical resources.
  • The discussion framed Muse as a serious competitor in consumer AI assistance, while noting that other major technology companies had not yet fully entered this particular product contest.

Takeaways

  • Muse illustrates the potential advantage of an established company with significant resources and an existing user base.
  • The broader investment theme is the competition to own the consumer-facing AI-assistant layer; the transcript does not establish which company will win.

Grokbot / xAI (Private)

  • Grokbot was described as allowing users to create specialized bots for tasks such as health, taxes, and social-media work.
  • One speaker said he shifted much of his usage to Instinct because Grokbot felt slower and required managing a separate system.

Takeaways

  • Specialized agents may be useful, but ease of use and reliability could matter as much as model capability in attracting everyday users.
  • The comparison is one user’s experience, not a broad assessment of Grokbot or xAI’s business prospects.

Micro One (Private)

  • Micro One was described as a data business that pays companies for access to private information—such as material in Slack, Notion, Gmail, and company drives—to help train AI models.
  • One speaker said Micro One offered his company $800,000 for its data and a $50,000 referral fee for each business referred that became a customer.
  • The speakers discussed private business data as a potentially valuable input for AI training, while also raising concerns about confidentiality.

Takeaways

  • Data licensing could become an investment theme as AI companies seek information beyond publicly available material.
  • Companies considering such deals should weigh payment against the risk of exposing confidential business, employee, or customer information.
  • The transcript gives anecdotal offer and referral figures, not independently verified revenue or a public investment opportunity.

OpenRouter (Private)

  • OpenRouter was described as a tool that routes AI tasks to different models, using less expensive models for simpler work and more capable models for harder tasks.
  • The speakers presented this as a way for businesses to control AI costs while continuing to use AI. They also said OpenRouter’s data showed more tasks being routed to cheaper open-source models.

Takeaways

  • AI cost management and model routing could benefit businesses as they use multiple models with different capabilities and prices.
  • The discussion also identified a competitive risk for model providers such as OpenAI and Anthropic: customers may shift routine tasks to lower-cost open-source alternatives.
  • No public ticker or specific investment recommendation was given.

SF Compute (Private)

  • One speaker said he had invested in SF Compute and reported that the company had recently signed $245 million in new contracts.
  • The transcript provides no detail about the contracts, the company’s valuation, or the investment terms.

Takeaways

  • The contract figure suggests investor interest in AI-related infrastructure or computing services, but the discussion does not provide enough information to assess the company’s finances or investment prospects.
  • SF Compute is private, and the cited contract figure should not be treated as a verified forecast of revenue or returns.

AI Assistants, Agents, and Model Infrastructure

  • The main investment theme was the emergence of AI agents that can take action—such as booking services, communicating with companies, and making purchases—rather than only generating answers.
  • The speakers suggested that whoever controls the agent could influence which merchants and services receive customers, creating a potential new intermediary and transaction-based business model.
  • They also discussed opportunities around AI training data, model routing, infrastructure, and advertising. They said some small creators were earning substantial revenue from AI-company sponsorships, but those figures were anecdotal.
  • Risks raised included fierce competition, the possibility that rapid startup growth will not last, regulatory proposals that could affect open-source AI, and agent behavior that may create security or liability concerns.

Takeaways

  • The discussion points to several areas to watch: consumer AI agents, AI infrastructure, data licensing, and tools that help businesses manage model costs.
  • Adoption, monetization, and control of customer transactions may matter as much as raw model capability.
  • The transcript is enthusiastic about AI’s potential but does not provide a specific investment recommendation, price target, or timeline.

Eli Lilly (LLY)

  • Eli Lilly was mentioned in a personal discussion of tirzepatide, a GLP-1 medication, and retatrutide, which the speaker said had not yet been released at the time of the conversation.
  • The speaker described nausea after starting tirzepatide and reduced appetite, but this was an individual anecdote rather than a discussion of Lilly’s business or investment outlook.

Takeaways

  • The mention is not an investment thesis for Eli Lilly. The transcript provides no company financials, price target, or recommendation.

Uber (UBER), Lyft (LYFT), and Airbnb (ABNB)

  • Uber, Lyft, and Airbnb were cited as examples of earlier consumer technology companies that made services once associated with wealthier customers—rides and vacation stays—more accessible.
  • These businesses served as historical comparisons for the current race to make AI assistance widely available.

Takeaways

  • The comparison highlights the possibility that AI assistants could bring a previously expensive service—personal assistance—to a much broader market.
  • The speakers did not offer a current investment view on Uber, Lyft, or Airbnb.

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Video Description
*Get Sam's guide to turn AI into your executive coach:* https://clickhubspot.com/z24x Episode 867: Shaan Puri ( https://x.com/ShaanVP ) and Sam Parr ( https://x.com/theSamParr ) test out the new ai personal assistants. — Show Notes: (0:00) Intro (2:42) AI is the highest ELO game in the world (5:18) Instinct (9:31) Grokbot (20:24) It’s not all about intelligence (38:35) Micro1 (44:08) Exploiting vulnerabilities (58:48) $100 billion companies everywhere — Links: • Instinct - https://instinct.com/ • Grokbot - https://x.ai/news/introducing-grok-bot • micro1 - https://www.micro1.ai/ • OpenRouter - https://openrouter.ai/ • MUSE - https://muse.ai/ — Check Out Sam's Stuff: • Hampton (joinhampton.com): My community for founders. Average member does $25m/year. Many of the guests are members. Get after it...apply: http://joinhampton.com/mfm — Check Out Shaan's Stuff: • Shaan's weekly email - https://www.shaanpuri.com • Visit https://www.somewhere.com/mfm to hire worldwide talent like Shaan and get $500 off for being an MFM listener. Hire developers, assistants, marketing pros, sales teams and more for 80% less than US equivalents. • Mercury - Shaan uses Mercury across all of his companies. you can too: http://mercury.com/ Mercury is a fintech company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., Members FDIC • I run all my newsletters on Beehiiv and you should too + we're giving away $10k to our favorite newsletter, check it out: beehiiv.com/mfm-challenge My First Million is a HubSpot Original Podcast // Brought to you by HubSpot Media // Production by Arie Desormeaux // Editing by Ezra Bakker Trupiano /
About My First Million
My First Million

My First Million

By @myfirstmillionpod

two guys, talking about business. we've done it (sold our companies), and now we talk about new ideas, opportunities, and investments. hosted by Shaan Puri & Sam Parr -- produced by Hubspot. sometimes we bring on guests ranging from billionaires to stay at home moms who've got side hustles that are bringing in $10k a month. we like to have fun, and talk about business stuff.