The major online dating providers, including Tinder, Hinge, Bumble, and Grindr, are increasingly relying on artificial intelligence to help young users in their search for partners. In light of growing "dating app fatigue," AI-assisted "wingmen" are intended to help users find better conversation starters and optimize their profiles.

Grindr, which is particularly popular among LGBTQ users, is currently developing the "Grindr Wingman," a chatbot designed to provide users with conversation prompts based on their profiles and chat histories. "AI will help people make better connections," explained AJ Balance, Chief Product Officer of Grindr, comparing the role of AI to that of a friend assisting someone in starting a conversation at a bar – but in the virtual space.

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"Tinder also plans to implement AI extensively in the next twelve months. An initial version of an AI tool for profile design, intended to help users select the best photos, has already been tested. Bumble is also working on a similar feature.

This shift towards AI-based relationship counseling comes at a time when dating platforms are struggling with stagnating user numbers. For instance, Bumble, whose stock value fell by more than 25 percent in August, reported a decline following a disappointing revenue forecast and an unsuccessful brand overhaul. Market leader Match Group, which operates both Tinder and Hinge, is also under pressure to increase its user numbers. Tinder saw a decline in paying subscribers for the second consecutive quarter.

A survey by OnePoll in March revealed that more than three-quarters of dating app users suffer from "burnout," with 40 percent attributing this to repeated failures in finding a partner.

Hinge, which positions itself as a relationship-oriented alternative and continues to grow, plans to introduce a chatbot that will provide AI-generated feedback on users' profile responses. The company is confident that this "personalized matchmaker" feature will strengthen user engagement.

Although dating apps rely on AI support, some experts express skepticism. Carolina Bandinelli from the University of Warwick questions whether these technological approaches can actually lead to more efficient matchmaking. 'The goal of all these efforts seems to be to make love an efficient matching activity, rather than seeing it as unpredictable fate,' says Bandinelli.