AI will soon arrive in dating apps

Match Group, the company behind platforms like Tinder and Hinge, has announced the introduction of an artificial intelligence assistant that promises to revolutionize the online dating experience. According to The Guardian, this new assistant will be launched in March 2025 and will offer features such as choosing the most attractive photos, suggesting texts for profiles, and helping to find ideal matches. Additionally, the AI will conduct interviews with users to understand their expectations and will suggest personalized messages based on shared interests.

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Bernard Kim, CEO of Match Group, described this advancement as the beginning of an “AI-based transformation” for the company. According to Kim, this technology will influence all aspects of the dating process, from profile creation to connecting with potential partners. “This advancement is revolutionary for dating, and we want to integrate it across our entire portfolio of platforms,” he stated. However, these innovations come at a time when the use of dating apps has declined, according to a report by Ofcom that revealed the loss of 750,000 users in the UK in the past year.

For his part, Gary Swidler, president and chief financial officer of Match Group, highlighted that AI will make the experience more efficient, simplifying processes and improving results. “AI can analyze profiles and offer suggestions that optimize both matching and subsequent interactions,” he explained. However, not everyone shares his enthusiasm. Anastasiia Babash, a researcher in Estonia, warns that relying on AI can harm people’s ability to interact authentically. “This could lead to an excessive dependence on technology and a loss of personal agency in interactions,” she opined.

Additionally, Babash expressed concern about data privacy and the potential biases inherent in AI algorithms. “The massive collection of personal data poses security and misuse risks, in addition to perpetuating stereotypes if the biases present in AI systems are not corrected,” he warned. Meanwhile, Faye Iosotaluno, CEO of Tinder, emphasized that the company handles data with caution and is committed to using AI in an ethical and beneficial manner.

With these promises, Match Group’s bet on AI aims to redefine online dating, although the company will need to address significant ethical and privacy issues to convince both users and critics.

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