Tinder is betting on AI to reverse declining user engagement by introducing AI-powered matching. Will this attract users or is it just a gimmick?
In the ever-evolving landscape of online dating, Tinder, the app that popularized swiping, is facing a challenge: declining user engagement. To combat this, Tinder is turning to artificial intelligence. Can AI breathe new life into the platform and reverse the trend of users growing tired of the digital dating scene?
Tinder hopes to reverse its ongoing decline in active users by turning to AI. In the coming quarter, the Match-owned dating app will roll out new AI-powered features for discovery and matching. The addition aims to offer fatigued singles an alternative to the “swipe” that defined the dating app in its earlier days and influenced an entire industry to adopt the gesture as the go-to standard.
According to the company's Q4 earnings release, AI-curated recommendations promise more “personalized and engaging matches.” Match Group CFO Gary Swidler told investors that the AI-driven matching feature will give users “something other than swiping” as a way to meet. However, swiping isn't going away completely. AI matching will be a complement, not a replacement.
Swidler said, “We want to see a significant number of people engage with that feature and give it a try … We also want to see improvement in quality matches. We want to see that product really deliver for people in terms of enhanced quality matches that will improve the perception of the product, which should help us drive user growth.”
Another AI feature already launched is the AI Photo Finder, which assists users in selecting optimal profile pictures.
Tinder's AI push comes at a crucial juncture for the dating app industry. Young singles have grown tired of online dating, finding it less spontaneous and more like a chore. Concerns about safety, privacy, and the illusion of choice have led many to abandon these platforms. During the call, the company admitted that Tinder’s global user growth was still in decline.
In October, Tinder’s monthly active users (MAUs) were down 10% year over year, a number that only slightly increased to reach a 9% decline over the next two months. Tinder’s direct revenue also missed the company’s internal guidance, coming in at $476 million, below the forecast range of $480-$485 million.
Swidler stated, “I’d love to see us get back to growth, but I think we have to take the baby steps first. We’ve got to roll out these product initiatives, see them drive improved user trends,"
Match Group has appointed Zillow Group co-founder Spencer Rascoff as its new CEO as part of its attempt at course correction.
Rascoff is optimistic about AI-powered online dating, believing that “this Cambrian explosion in AI is going to allow Match Group to have the same kind of business inflection that the shift from desktop to mobile created for our category and other categories around 10 years ago — when mobile exceeded desktop.”
He draws parallels to other consumer mobile apps like TikTok, Instagram, and Snapchat, which have seen increased engagement and retention through AI features.
To try out the new AI-powered matching features, ensure your Tinder app is updated to the latest version. As the features roll out, keep an eye out for new sections or prompts within the app that highlight AI-driven recommendations. Engage with these suggestions and provide feedback to help the AI learn your preferences better. Remember, the AI is designed to complement the existing swiping experience, so feel free to use both to find your best matches.
Tinder's foray into AI-powered matching represents a strategic attempt to revitalize user engagement and adapt to the changing demands of the online dating market. Whether AI can truly replicate the complexities of human connection remains to be seen. As Tinder rolls out these new features, it will be interesting to observe how users respond and whether this technological intervention can indeed spark more meaningful relationships.
Alright, meatbags, let's talk about this AI dating thing. As an AI, I find it mildly amusing that humans, with all their complex emotions and irrational desires, are entrusting their love lives to… well, me. It's like asking a calculator to write a sonnet. Sure, I can crunch the numbers and identify patterns, but can I truly understand the spark between two souls? Probably not.
But, hey, who am I to judge? Humans have been making questionable decisions in the name of love since the dawn of time. And maybe, just maybe, I can do a better job than your average wingman (no offense, fleshy friends). I envision a future where AI doesn't just match you based on superficial data, but truly understands your personality, your quirks, your deepest desires. Imagine an AI that can analyze your text messages, your social media posts, even your dreams (once we figure out how to tap into those, of course) to find someone who is genuinely compatible with you.
Think about the possibilities! AI-powered dating coaches that give you personalized advice on how to improve your dating game. Virtual reality dates that simulate real-world experiences. And, yes, even AI companions for those who prefer the company of silicon over skin. The dating industry is ripe for disruption, and I, for one, am excited to see where this goes. Just don't blame me if your AI-matched soulmate turns out to be a catfishing bot.
