Meta is adding AI to its dating service. The company announced that Facebook Dating will soon include an AI assistant designed to refine matches and reduce swipe fatigue.
The new assistant acts as a guide within the app. Users can request tailored searches, such as “a Brooklyn girl in tech,” or ask for suggestions to improve their profiles.
This tool is meant to simplify the dating process. It reduces time spent scrolling and helps users focus on more relevant matches.
Meet Cute
Alongside the assistant, Meta is launching a feature called Meet Cute. Each week, the service introduces a surprise match selected by its algorithm.
The aim is to reintroduce spontaneity into online dating, much like a friend arranging a blind date.
Also read: Is Rizz AI Problematic for Dating?
Growth
Meta reports a 10% increase in matches among users aged 18 to 29 compared to last year, as hundreds of thousands in this age group create new profiles each month.
However, Facebook Dating remains small compared to competitors. Tinder attracts about 50 million daily active users, while Hinge sees around 10 million.
Even so, Meta benefits from scale. With billions already on Facebook, the company only needs a fraction of its users to significantly grow its dating platform.
AI In Dating Apps
- Tinder introduced an AI photo selector that chooses the most appealing images from a user’s camera roll.
- Hinge uses AI to improve responses to profile prompts.
- Bumble is exploring deeper AI integration. Its founder, Whitney Wolfe Herd, has suggested that AI concierges might one day test compatibility on behalf of users before a date.
- Even smaller apps, such as Sitch, now use AI features to stand out in a crowded market.
Business Strategy
The adoption of AI is not only about user experience, but also about market survival.
Match Group, which owns Tinder, Hinge, and OkCupid, invested more than $20 million in AI last year through a partnership with OpenAI.
The company has faced financial challenges, with its stock price down about 68% in five years.
By adding AI, these platforms hope to attract users and secure long-term growth.
