The 21st century has transformed the dating game. Irrevocably altered by technology, what was once a world of chance encounters and traditional dating setups has paved way to a digitally convenient dating game facilitated by speed and algorithm that dictate the course of the relationships. According to a report by Statista, the online dating segment is set to have 452.47 million users by 2028 while the number surpassed 381 million in 2023.
With AI infiltrating every facet of modern life, it’s no surprise that dating apps have also been transformed by this technology. AI has seamlessly locked its jaw on dating apps too. It powers advanced matchmaking algorithms that analyse user preferences, behaviours, and interactions to suggest more compatible matches. AI-driven features such as photo verification enable authentication of user profiles, reducing the prevalence of fake accounts and catfishing. Furthermore, chatbots and virtual assistants provide instant support and personalised dating advice. Be it conversation starters or helping you select the best photo for your profile, AI will do it all. Paints the perfect picture, doesn’t it?
To give you options that match your preference, AI reads into your personal data indicating that your personal data is not personal anymore and while helping you select the best photos for your camera roll, it also gets access to all your personal pictures as well. The world does not seem rosy now, does it? “Privacy concerns are paramount, as AI requires access to vast amounts of personal data, including preferences, behaviours, and even biometric information. . In this context, blockchain technology could be leveraged to ensure the transparency of AI algorithms, allowing users to see how decisions are made and ensuring that the data used is tamper-proof and auditable.” Manish Tewari, co-founder, Spydra Technologies, told BrandWagon Online.
Dating apps = main character?
With over 6.1 million monthly downloads in June 2024, Tinder is the most downloaded dating application in the world, revealed a Statista report. Furthermore, in terms of revenue, Tinder generated a monthly in-app-purchase revenue of more than $82 million. Bumble ranked second with over $43 million, followed by Hinge with roughly $26.2 million in the last examined month. Tinder, launched in 2012, popularised the swipe-right-to-like feature, which quickly became a cultural phenomenon. By 2019, Tinder reported 1.6 billion swipes and 26 million matches daily. Bumble followed in 2014 with a unique twist—empowering women to make the first move. As of 2023, Bumble boasts over 50 million users globally, demonstrating the widespread adoption of these digital matchmaking tools. Dating apps are clearly a huge hit among the public.
However, to be judged on the basis of one’s face and copywriting skills is not an ideal situation for many. This is where AI came in. From helping users initiate conversations by giving prompts to giving the consumers a list of potential matches after analysing their user information, AI did it all. “As social animals, we rely on AI to curate our online personas, from crafting content to enhancing our appearance. The entrenched desire for instant gratification and validation on social platforms designed to deliver dopamine-like rewards can distort our perception of reality.” Devranjan Dash, Associate Director, Asymmetrique, said. When the ‘rizz-phase’ charm of online messaging fades, and the reality of the match doesn’t align with the AI-crafted expectations, it often leads to heavy-heartedness and disillusionment. This raises profound ethical questions about the exploitation of emotional vulnerability inherent in the platform, he added.
Online dating scams have become a significant concern as digital romance grows in popularity. Fraudsters exploit the anonymity and reach of dating apps to deceive users through sophisticated tactics.These scams often involve creating fake profiles with stolen or manipulated images to lure victims into emotional relationships or financial schemes. Scammers may use deepfake technology to create realistic but fraudulent video interactions, further convincing users of their authenticity.
Where’s the plot?
Earlier this month, Tinder released a feature that leverages AI to help the consumers select photos for their profile. To avail this feature, the consumer has to allow the app access to their camera roll which leads to a lot of data being shared. “Tinder continues to invest in building an ever-evolving suite of security tools to address users’ unique needs and concerns. Tinder does not have access to the photos on your camera roll ever unless you choose to upload them to your profile.” Tinder spokesperson replied. However, when utilising this feature on the app, users are prompted to grant permission for the app to access their camera roll. With access to potentially hundreds of personal photos, there is an increased risk of data being mishandled or exposed through breaches. This level of data access could be considered a privacy concern, especially if users are not fully informed about the extent to which their data is being accessed and utilised.
Additionally, in response to Tinder’s release, Bumble introduced an update allowing users to report accounts that may potentially be created by AI. “At Bumble, we recognise the importance of addressing these issues to maintain a safe and authentic community. Our guidelines prohibit any attempts to artificially influence connections, matching, conversations, or engagement through the use of automation or scripting.” Lucille McCart, director of corporate communications, Bumble Inc., commented.
With the integration of AI, dating apps collect and analyse vast amounts of user data. Users provide personal details such as preferences, interests, and even behavioural patterns, which are used to build comprehensive profiles. By 2029, the dating apps will store and analyse data of over 132.8 million Indian users, according to Statista. Advanced algorithms sift through this data to detect patterns and generate more accurate match recommendations. While this enhances the dating experience, it also raises concerns about data privacy and security.
“The increasing role of AI in dating apps, while offering convenience and enhanced user experiences, also raises questions about the authenticity of these interactions. Dating platforms must ensure that AI is used to enhance human connections rather than replace them, preserving the integrity and authenticity of the dating experience,” Manish added. Users must grant access to their photos, raising questions about how this data is stored and used. Additionally, while these technologies aim to prevent catfishing and fake profiles, they are not foolproof and may still allow some fraudulent activities to slip through the cracks. Overall, while AI enhances dating apps’ functionality, it also highlights the need for careful consideration of privacy and user experience issues.
Dating apps are significantly boosting their revenue and enhancing user experiences through AI-based features. By incorporating advanced algorithms for matchmaking, personalised recommendations, and premium services, these platforms claim to offer users tailored experiences that come at a price. Subscriptions and in-app purchases for features such as enhanced visibility, advanced search filters, and priority access to potential matches are major revenue streams. For example, Tinder’s premium plans, like Tinder Gold and Tinder Plus, leverage AI to provide additional benefits, contributing to a substantial increase in revenue. Bumble too has subscription plans that go by the name of Bumble Premium. “Dating apps have a variety of monetization strategies at their disposal. Whether it’s through subscription-based models, in-app advertising, in-app purchases, freemium models, partnerships, data monetization, or gamification, there are plenty of ways for dating apps to generate revenue and turn their user base into a profitable business,” Harry William, business manager, Quytech, said. Additionally, AI-driven targeted advertisements and analytics further capitalise on user data, generating extra income while supposedly enriching the user experience and also potentially stealing user data.
Is the world moving towards an era where AI will become our potential matches? We will see soon!
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