Facebook Dating Is Getting An AI Wingman

In a move to modernize its dating service, Meta announced it is introducing an AI assistant to Facebook Dating. This new chatbot is designed to help users craft more compelling profiles and find matches that are better aligned with their preferences.

How Facebook's New AI Matchmaker Works

The core function of this AI chatbot is to make the matchmaking process more intuitive and personalized. Meta suggests that users can give the AI specific prompts to find potential partners, such as asking it to find “a Brooklyn girl in tech.” Beyond search, the AI can also assist users in refining their profiles, helping them present themselves in the best possible light to attract the right kind of attention.

Tackling Swipe Fatigue with Meet Cute

Meta is also rolling out a new feature called “Meet Cute” to address the common issue of “swipe fatigue.” This feature will present users with a weekly “surprise match” that is specially selected by Facebook's algorithm. The goal is to help users discover people they might have otherwise overlooked and add a bit of serendipity back into the online dating experience.

While Facebook Dating is growing, particularly among younger adults—with a 10% year-over-year increase in matches for users aged 18 to 29—it still trails behind industry leaders. For comparison, Tinder boasts around 50 million daily active users, and Hinge has about 10 million.

The Competitive Landscape of AI Dating

The integration of AI is quickly becoming standard practice across the online dating industry. Newer apps like Sitch have even built their entire brand around unique AI-driven matchmaking features.

Industry giant Match Group, which owns Tinder, Hinge, and OKCupid, has made significant investments in this space. The company entered into a partnership with OpenAI last year as part of a more than $20 million investment in artificial intelligence. This major bet on AI comes at a time when Match Group has faced financial challenges, with its stock price declining significantly over the past five years.

So far, this investment has resulted in features like an AI photo selector for Tinder that helps users pick their best profile pictures and experiments with AI-powered matching. Hinge has also introduced a tool that uses AI to help users improve their responses to profile prompts.

Bumble has also embraced AI. Last year, founder Whitney Wolfe Herd sparked conversation by suggesting a future where users might have personal “AI concierges” to vet potential matches by 'dating' other AI bots first.