Tinder is turning to artificial intelligence in an effort to reverse its ongoing decline in active users. The Match Group-owned dating app announced plans to introduce AI-driven discovery and matching features in the coming months, offering an alternative to its well-known swipe-based system.
During the company’s Q4 earnings call, Match Group CFO Gary Swidler emphasized that AI recommendations would provide more personalized and engaging matches but clarified that the feature would not replace swiping entirely. Instead, it aims to enhance match quality and improve user perception of the platform, which the company hopes will contribute to user growth.
Tinder has already incorporated AI into its platform with features like AI Photo Finder, which assists users in selecting their best profile pictures. However, the latest AI-driven updates come at a critical moment for both Tinder and the online dating industry.
Young singles have increasingly expressed fatigue with app-based dating, citing issues such as a lack of spontaneity, safety concerns, and a growing realization that the illusion of endless choice doesn’t necessarily translate to better connections. As a result, Tinder’s monthly active users (MAUs) have continued to decline, dropping 10% year-over-year in October and improving only slightly to an 8% decline in January.
Financially, Tinder’s direct revenue fell short of expectations, bringing in $476 million—below the forecast range of $480-$485 million. In response to these challenges, Match Group recently appointed Zillow co-founder Spencer Rascoff as its new CEO, with hopes that AI could drive a transformation similar to what mobile did for online dating a decade ago.
