Over the next five years, artificial intelligence is poised to significantly transform the online dating landscape.
Dating platforms are on the brink of a significant overhaul as they consider incorporating artificial intelligence (AI) into their operations. Given the tech sector's endeavor to integrate AI into various products, dating companies are weighing the potential benefits of utilizing the technology to upend the way people connect and interact online.
During a recent investor day, Match Group executives hinted at the prospect of using AI to enhance user experiences and facilitate more successful connections. Justin McLeod, the CEO of Hinge, discussed the company's intentions to fully incorporate AI starting in the next year. This includes more personalized matching, smarter algorithms that adjust to users' preferences and evolve over time, and AI counseling for daters struggling with the process.
While AI may not be the solution to the deeply personal problem of love, McLeod stated that it could drastically transform the user experience on dating apps, transitioning it from a DIY setup to a guided journey that delivers better outcomes and increased value to users.
Although machine learning has been operating behind the scenes in dating apps for years, with match-recommendation engines being its primary application, advanced AI could amplify matchmaking by making it more effective and creative.
Tinder is already tapping into AI's potential by assisting users in selecting their best profile photos. Bumble has also incorporated AI into its "For You" roundup, which uses advanced algorithms to curate daily sets of profiles based on users' preferences and past matches.
AI is also playing a role in safety features, such as Bumble's Private Detector and Deception Detector, which automatically blur explicit images and identify potential scammers and fake profiles, respectively. Match Group offers similar tools, including warning buttons for harmful language and reporting options for inappropriate behavior.
However, these applications of AI only scratch the surface of its potential. Lidiane Jones, the CEO of Bumble, suggested that there is "tremendous opportunity for innovation in the dating app market." Bumble will continue to advocate for women and invest in AI to foster healthy relationships, she stated.
Liesel Sharabi, an associate professor at Arizona State University's Hugh Downs School of Human Communication, stated that the dating industry is still in its infancy when it comes to embracing AI. She suggested that the timing is right for this technology to shake up the industry, which has been slow to adopt innovations since the introduction of swiping mechanics by Tinder in 2012.
There is an array of opportunities for integrating more AI into apps. Bumble's founder, Whitney Wolfe Herd, envisions AI functioning as a dating concierge, assisting users with navigating matches, setting up dates, and answering messages. Chatbots are already being experimented with by startups like Volar and Rizz to help respond to messages.
While the concept of chatbots dating on behalf of users may seem unusual, Sharabi believes it could streamline communication with compatible matches, potentially leading to more efficient and suitable connections. She also posits that dating platforms must address user concerns about interacting with AI instead of real people.
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Picture a time when individuals directly convey to our AI system their personal preferences and desires for a partner, stated McLeod. This would significantly enhance our ability to pair them with an accuracy level previously unattainable. This is merely the beginning, McLeod added.
McLeod revealed that Hinge has witnessed an uptick in matches and subscription renewals due to its advanced AI algorithm in initial test groups. The intention is to make this feature available worldwide by March.
However, according to Sharabi, no company has securely established itself as the undisputed leader in AI dating yet.
"They're all still navigating the waters," Sharabi stated. "But it's indisputable: The landscape of online dating is poised for radical transformation within a short span."
Given the tech industry's ongoing integration of AI into various products, it's likely that other tech-driven businesses in the dating sector will soon follow Hinge's lead in utilizing advanced AI for more personalized matching and improved engagement with users.
Furthermore, as more individuals embrace the idea of sharing their preferences and desires with AI systems, we might see a rise in the development and implementation of innovative AI-driven features on dating platforms, revolutionizing the way people connect and interact online.
