San Francisco-based Instinct, a popular text-based AI assistant, has added a new calling feature that lets users place calls and act as a concierge, further fueling its growth. The feature, called Instinct Concierge, can perform tasks such as booking restaurants that don't take online reservations, getting on a dentist's cancellation list, or sorting out problems with a cable bill.

Instinct's founder, Noah Shinn, announced the new feature on X, stating that it will roll out in early access to some users, with plans to expand to all users in time. This move comes as Meta's Muse, another serious contender in the AI assistant market, has also introduced a calling feature that allows users to place calls to U.S. businesses.

The calling features arrive as several rivals had been touting their ability to make calls as an advantage over Instinct. However, with Instinct's Concierge feature rollout, the playing field has been leveled. Last week, Instinct also rolled out email addresses to let Instinct handle account sign-up and management, and allowed users' assistants to contact other people's assistants for managing certain tasks by adding those users to a trusted network.

Both Instinct and Muse have seen significant traction over the last few weeks. Instinct raised $350 million at a $2.5 billion valuation last month and is reportedly in talks to raise $1 billion at a $10 billion valuation, with investors showing heavy interest in text-based assistants that can navigate different surfaces for users. Analytics firm Sensor Tower noted that Muse outgrew the Meta AI app launch in the first few days, garnering over 730,000 downloads in the U.S., compared to the Meta AI app, which was downloaded 707,000 times post-launch in the first five days.

The competition between Instinct and Muse is expected to continue, with both AI agents constantly updating their features to stay ahead in the market. As the AI assistant market continues to evolve, it will be interesting to see how these two players adapt and innovate to meet the growing demands of users.

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