The dating app Tinder is trying to stop the decline in active users by integrating more artificial intelligence into its platform. In addition to the existing AI Photo Finder feature, which helps users choose the best profile pictures, the company plans to introduce new AI-powered tools for searching and matching. These innovations aim to increase the chances of finding the perfect match. According to TechCrunch, artificial intelligence will enable more personalized and engaging recommendations while keeping Tinder’s core swiping feature intact.
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“We want AI to improve match quality. However, we need user feedback to see if it truly makes a difference,” said Gary Swidler, CFO of Match Group, Tinder’s parent company.
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According to Swidler, young people are increasingly expressing frustration with online dating, saying it no longer feels as spontaneous and fun as it once was. To address this, Tinder is incorporating AI-driven features that could enhance the overall experience. Additionally, the app plans to expand the Mutual Friends feature, allowing users to see if they share connections with potential matches.
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Declining Interest in Tinder
Despite efforts to innovate, Tinder is experiencing a decline in its user base. During an investor call discussing Q4 financial results, the company admitted that global user growth is slowing. In October 2023, the number of monthly active users dropped 10% year-over-year, followed by an 8% decline in January 2024. Additionally, direct revenue failed to meet projections, reaching $476 million, below the expected $480–485 million range.
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New Leadership and AI-Powered Future
In response to these challenges, Match Group appointed Spencer Rascoff, co-founder of Zillow, as its new CEO.
“I believe AI-powered online dating has significant potential,” Rascoff stated. He added that the rise of AI could bring a transformative shift to online dating, similar to the move from desktop platforms to mobile apps a decade ago.
