Instinct: an AI Agent Driving Marketing and Operations at PuttEZ

At PuttEZ, Donnie Goins entrusted the AI agent Instinct with tasks ranging from website redesign to marketing analysis and customs procedures. According to him, the tool produced actionable deliverables and saved him time, despite occasional hallucinations and the lack of a project mode. He did not activate the email, calendar, and Google Workspace integrations due to ongoing privacy concerns he is still evaluating.

Recognized Limitations and Pending Integrations

Donnie Goins reports that Instinct has sometimes generated incorrect information and regrets that the work is not organized into distinct projects but rather in a single continuous conversation. The agent can connect to emails, calendars, and Google Workspace, but these integrations have not been activated. Goins indicates that he is still contemplating the privacy trade-offs and, despite these reservations, he considers AI agents to be a significant advancement over the chatbots he used previously.

Content, Networks, and Daily Recommendations

PuttEZ already had instructional videos featuring instructor Kelly Mitchum. Instinct analyzed this content, proposed more attractive thumbnails, wrote titles, and cut long formats into short clips for social media. A customer testimonial exceeded 5,000 views, according to Goins. Each morning, the agent compiled a report on online discussions about putting, summarized the exchanges, and suggested responses. After observing that some platforms were less active, Instinct suggested including Reddit, a possibility Goins had not considered. For social presence, Goins opened accounts on Instagram, TikTok, YouTube, Facebook, and LinkedIn, with the support of Instinct, which selected the appropriate platforms, generated bios, keywords, and hashtags, assisted in creating some accounts, and guided Goins for the others.

Customs Procedures, Freight Forwarders, and Influence

PuttEZ products are made of stainless steel in China, making tariff and delivery issues critical. Donnie Goins turned to Instinct to obtain a binding tariff decision from U.S. customs: the agent advised seeking an official opinion, completed most of the forms, gathered supporting photos, and prepared the request for final verification, saving him a lot of time. Instinct also conducted a comparison between different freight forwarders for shipping approximately 600 devices to North Carolina and identified content creators and golf instructors who could promote the product after its launch.

From Choosing Instinct to the First Task on the Site

PuttEZ, pronounced "Putt Easy," is the putting training tools company led by Donnie Goins. After considering Grok Bot, he chose to try Instinct and, drawing on decades of experience in software development, he used it as a colleague rather than just a chatbot, appreciating its ability to execute tasks without detailed instructions. His first task was to review the PuttEZ website: within minutes, Instinct provided several pages of feedback, detected flaws, suggested modifications, and rephrased some content. Goins updated much of the site following these recommendations, finding the message clearer and the product pages more optimized.