Sam Page
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Personal AI assistants have been on the horizon for a while.

Emerging tech and AI2 min readSam Page

They're now close enough to change how your customers buy from you.

Meta has launched Muse in the US. It's a personal agent that can fill in forms and make purchases.

And Instinct, an AI assistant with more than 100,000 users, is reportedly in talks to raise $1 billion at a valuation of around $10 billion.

The valuation is certainly an attention grabbing headline, especially as Instinct only has a handful of employees. But there's also a wider impact for companies to start considering.

You can text or call Instinct. It then uses a computer the way a person would.

In early reports, users are already handing it real jobs, like doing the shopping, claiming money they're owed, negotiating bills down and cancelling subscriptions (watch out retention teams).

It's a big leap forward, if it's as good as those reports suggest.

In marketing and sales, a lot of the AI conversation is about visibility, or showing up in AI answers.

That work matters today and it's the first step, so keep working on it.
At 7DOTS we'll continue to help companies crack it.

But agents like this are built to act on what they find.

You need to start thinking about that in the future your company is planning.

The first step is going to be agents using your user-focussed digital journey. How they can read and work through your pages, forms and compare you with everyone else.

There aren't many great journeys out there, and fewer still once you ask whether they work for agents as well as people.

And I suspect agents will be less forgiving than people, because every extra step costs them compute and tokens.

What will follow is agent-to-agent discovery and communication.

Whether that's your customers agent finding your agent, checking it's really yours and getting on with the job of negotiating and transacting, or business to business agents that run all manner of services in the background.

Pippa Labs, a company I'm also involved with, is building exactly this. An ecosystem that is designed to let agents find each other, prove who they are, communicate securely, and transact, no matter who built them.

At 7DOTS, we're helping clients get ahead of this, move faster and build the intelligent systems they need to become category leaders, and stay there.

So yes, work hard to be found by AI now. But also start thinking about the role your systems will play in the future, and how you're building towards it.

First published on LinkedIn.

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GEThttps://sam-page.com/thinking/personal-ai-assistants-have-been-on-the-horizon-for-a-while.mdtext/markdown; charset=utf-8

---
title: "Personal AI assistants have been on the horizon for a while."
url: https://sam-page.com/thinking/personal-ai-assistants-have-been-on-the-horizon-for-a-while
date: 2026-09-16
author: Sam Page
type: Post or article
categories: [Emerging tech and AI]
reading_time: 2 min
summary: "They're now close enough to change how your customers buy from you."
first_published: https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7506027141684195329
---

# Personal AI assistants have been on the horizon for a while.

They're now close enough to change how your customers buy from you.

![](https://sam-page.com/img/thinking/personal-ai-assistants-have-been-on-the-horizon-for-a-while-li1.webp)

Meta has launched Muse in the US. It's a personal agent that can fill in forms and make purchases.

And Instinct, an AI assistant with more than 100,000 users, is reportedly in talks to raise $1 billion at a valuation of around $10 billion.

The valuation is certainly an attention grabbing headline, especially as Instinct only has a handful of employees. But there's also a wider impact for companies to start considering.

You can text or call Instinct. It then uses a computer the way a person would.

In early reports, users are already handing it real jobs, like doing the shopping, claiming money they're owed, negotiating bills down and cancelling subscriptions (watch out retention teams).

It's a big leap forward, if it's as good as those reports suggest.

In marketing and sales, a lot of the AI conversation is about visibility, or showing up in AI answers.

That work matters today and it's the first step, so keep working on it.  
At 7DOTS we'll continue to help companies crack it.

But agents like this are built to act on what they find.

You need to start thinking about that in the future your company is planning.

The first step is going to be agents using your user-focussed digital journey. How they can read and work through your pages, forms and compare you with everyone else.

There aren't many great journeys out there, and fewer still once you ask whether they work for agents as well as people.

And I suspect agents will be less forgiving than people, because every extra step costs them compute and tokens.

What will follow is agent-to-agent discovery and communication.

Whether that's your customers agent finding your agent, checking it's really yours and getting on with the job of negotiating and transacting, or business to business agents that run all manner of services in the background.

Pippa Labs, a company I'm also involved with, is building exactly this. An ecosystem that is designed to let agents find each other, prove who they are, communicate securely, and transact, no matter who built them.

At 7DOTS, we're helping clients get ahead of this, move faster and build the intelligent systems they need to become category leaders, and stay there.

So yes, work hard to be found by AI now. But also start thinking about the role your systems will play in the future, and how you're building towards it.