Tinder, the dating app that practically invented swiping, is facing a serious user decline and is turning to artificial intelligence (AI) in a desperate bid to stay relevant. The company, owned by Match Group, is rolling out new AI-powered features for discovery and matching in the coming months, hoping to rekindle the spark for fatigued singles.

The move comes as Tinder grapples with a growing user base that is simply tired of the online dating grind. Concerns about safety, privacy, and the overall “work” of swiping have led many to abandon the app in search of more authentic connections.

Will AI be Tinder’s saviour? Or will it simply add another layer of complexity to an already complicated process?

Ultimately, the success of Tinder’s AI-driven strategy will depend on its ability to deliver a truly personalized and engaging user experience that addresses the concerns of its global audience. However, it will be interesting to see how Tinder adds value to its existing platform and makes sense to its existing as well as new users. Lack of innovation has cost several companies their entire business in the past. While the company’s move can’t be regarded as timely since the time to invest in AI was one year ago but it is never too late. Not only this, a lot of dating and profile-matching platforms do face the same struggle.