Gen Z Unimpressed by AI Features in Dating Apps, Revenue Impacted

Dating apps are increasingly turning to artificial intelligence (AI) to attract younger users, particularly those from Generation Z. However, a recent survey indicates that these efforts are not resonating with the intended audience. Despite the introduction of AI-powered features such as conversation prompts and profile assistance by popular apps like Tinder, Hinge, and Bumble, Gen Z users remain largely unimpressed.

The shift in sentiment among Gen Z users is notable, as dating apps were once a staple among millennials. The CEO of Match Group, which owns several prominent dating apps, has acknowledged this change in attitude. Spencer Rascoff, the CEO, noted that the high-pressure nature of swiping through photos and making quick judgments is seen as cringy by many in Gen Z.

In response to this feedback, dating apps have begun integrating AI features to address common user complaints. These features include helping users craft their profiles and generating conversation starters. However, a survey conducted by Bloomberg Intelligence found that nearly 50% of respondents felt that AI did not significantly enhance their experience with dating apps, whether in creating profiles or engaging in conversations with matches.

Interestingly, Gen Z, the youngest generation to enter adulthood during the AI revolution, expressed discomfort with using AI for tasks such as drafting profile prompts, responding to messages, and modifying pictures. This suggests that while AI has the potential to streamline certain aspects of dating apps, it may not be the solution to winning over younger users.

Several dating apps have publicly announced their focus on AI features. For instance, Hinge introduced an AI-powered "Prompt Feedback" feature that guides users in improving their profile responses. Bumble also utilizes AI for features like AI Photo Picker and AI-powered conversation prompts, as well as for safety measures such as identifying and removing fake profiles and blurring explicit images.

While safety features are undoubtedly beneficial and contribute to a more secure dating environment, the overall effectiveness of AI in revitalizing the dating app industry remains uncertain. Dating coach and podcast host Ilana Dunn suggested that dating apps need to focus more on creating in-person activations and events where users can assess chemistry in real life, rather than relying solely on AI features.

The survey findings also indicate that the current AI tools introduced by dating apps may not be adequately addressing users' needs, which could continue to impact the industry's profitability. Despite these challenges, some apps like Hinge have reported a 23% increase in first-quarter revenue, while others like Bumble and Tinder have seen declines. Match Group's CEO announced staff reductions to save costs, and Bumble also recently laid off a significant portion of its workforce.

Whitney Wolfe Herd, the founder and CEO of Bumble, has acknowledged the inherent issues with dating apps, describing them as rooted in rejection and judgment. Bumble is now focused on strengthening its core business and positioning itself for future growth. The company's spokesperson emphasized the importance of serving its members effectively and continuing to innovate in the dating app space.