Amid declining user activity, Tinder has decided to implement new features based on generative AI. In the coming quarter, the popular dating app will introduce search and matching features designed to change the way users interact. Tinder’s parent company, Match Group, noted that AI-generated recommendations will provide more “personalized and engaging” matches. Match Group’s CFO, Gary Swidler, emphasized that the new features will complement the familiar swiping experience, not replace it.
Additionally, Tinder is rolling out the AI Photo Finder feature, which helps users select the best photos for their profiles. This feature was already launched last year. The introduction of new capabilities comes amid challenges for Tinder and the dating app industry as a whole. Young people have grown tired of online dating, which they feel has become more like work than entertainment and has lost its spontaneity.
Despite the company’s efforts, Tinder’s global user growth continues to decline. In October, the number of active users dropped by ten percent compared to the previous year. In January, this figure decreased by eight percent. Tinder’s direct revenue also fell short of projections, totaling $476 million.
To correct its course, Match Group appointed a new CEO, Spencer Rascoff, who has a positive outlook on the potential of AI in online dating. He believes that the development of AI could be analogous to the shift from desktop computers to mobile devices that occurred ten years ago. Rascoff sees potential in new features that could boost user engagement.
