Match Group plans AI assistant to revolutionise online dating

Match Group, the technology giant behind popular dating platforms like Tinder and Hinge, has announced an ambitious plan to enhance its services through the implementation of artificial intelligence (AI). With noticeable declines in user engagement, the company aims to launch an AI assistant designed to streamline online dating experiences. This significant shift is slated for March 2025.

The forthcoming unnamed AI assistant is intended to function as a digital wingman, alleviating the burdens often associated with online dating. Its capabilities will encompass a range of tasks, including selecting compelling profile photos and crafting user bios that are poised to attract more responses. Furthermore, the AI will conduct conversations with users to better understand their dating objectives and preferences. This insight will inform tailored suggestions for potential matches and enhance communication strategies by proposing messages based on the interests of those matches.

Bernard Kim, CEO of Match Group, articulated the transformative potential of this technology during an investor briefing this month, stating, “This technology is revolutionary for dating, and we’re bringing it to life across our entire portfolio. I envision AI to be felt through the entire experience, influencing everything from profile creation to matching and connecting for dates, literally everything.” Kim indicated that this advancement marks the beginning of a new phase termed “AI transformation.”

This strategic pivot towards artificial intelligence comes in the wake of an Ofcom report revealing a dip in the usage of dating applications. In the UK alone, Tinder and Hinge, which are owned by Match Group, collectively lost nearly 750,000 subscribers over the previous year. Gary Swidler, the company’s president and CFO, expressed that AI’s integration is aimed at enhancing efficiencies. “There’s lots of information that AI can pull out of somebody else’s profile and offer help to make the matching process and the post-match process a lot better – you get better efficiency because you put in less effort and you’ve got better outcomes,” Swidler noted.

Despite the enthusiasm surrounding this technological advancement, there are concerns regarding the implications of increasing reliance on AI in the realm of romance. Anastasiia Babash, a PhD candidate and junior research fellow at the University of Tartu, expressed reservations about potential drawbacks. Speaking to The Guardian, Babash highlighted that “there is a risk that users who rely on AI in their dating life may potentially experience more dependency on technology and a diminishing of their personal agency.” She cautioned that over-reliance on AI could hinder users’ ability to engage in spontaneous conversations, ultimately making genuine connections more challenging.

Babash also raised critical points about data privacy and security in relation to the extensive personal data collected to fuel these AI systems. “Dating apps are constantly collecting more personal data to improve their matchmaking and interactions,” she stated. The risks of data misuse or hacking are compounded by existing biases present in the AI algorithms, which may inadvertently reinforce stereotypes or discriminate against specific groups.

Faye Iosotaluno, CEO of Tinder, acknowledged the sensitivity required in the deployment of AI technology. She remarked, “I think it does have a chance to really revolutionise how users are engaging. We want to be super thoughtful about that.” This sentiment reflects a cautious optimism within the company, as it seeks to balance innovation with the responsibility of user data protection.

As Match Group prepares to embark on its AI-driven transformation, the dialogue surrounding these developments will likely continue to evolve, raising questions about the future of online dating amid increasing technological integration.

Source: Noah Wire Services