As online dating goes into ‘salvage mode’, can AI solve all its problems?

Dating apps, once heralded as a revolutionary way to meet potential partners, are now facing a crisis. The once-dominant swipe-and-match model is being reworked as companies struggle to adapt to changing user behaviour and dwindling revenue. Bumble, known for its unique rule that required women to make the first move, is no exception.

Now, the company faces a decline in paying users and a falling share price, prompting it to adopt a "salvage mode" mindset. Luke Brunning, a philosopher who studies the ethics of technology and relationships, likens Bumble's situation to that of other major players in the dating-app industry, many of which are also undergoing "salvage mode" pivots.

The reasons for this shift are twofold. Firstly, users have grown to view dating apps as necessary, grudgingly using them rather than with the excitement that initially accompanied their rise. Secondly, the industry is grappling with a cultural backlash against the integration of AI into intimate lives. Researchers argue that users, particularly Gen Z, are concerned about AI's potential to filter conversations and monetize loneliness, with dating apps accumulating vast amounts of personal data.

While some startups are experimenting with AI-powered solutions to reduce "swipe fatigue," there is skepticism about whether these technological fixes can truly improve the dating experience. Some experts believe that the dating app model may be evolving into something broader, perhaps a social media or lifestyle product rather than a dedicated dating app.

However, the question remains whether any iteration of a dating app can genuinely enhance the user experience without relying on AI as a temporary facade for an exhausted model.