Tinder is experimenting with a new AI-driven feature called Chemistry, designed to help users who feel overwhelmed by endless swiping. The feature aims to make online dating less tiring while improving the chances of meaningful connections.
Chemistry, currently in testing in Australia, uses artificial intelligence to learn more about users through a series of questions. With user permission, the feature can also access photos from a person’s Camera Roll to better understand their interests and personality.
Match Group CEO Spencer Rascoff said the feature is intended to address “swipe fatigue,” a common complaint among dating app users who feel drained from reviewing countless profiles. Chemistry allows users to interact with a limited number of curated matches rather than continuously swiping, offering a more targeted approach.
The company is also exploring additional AI-driven applications for Chemistry in the future. The goal is to improve match quality and engagement while reducing user burnout.
Tinder and other dating apps have faced challenges recently, including declining new sign-ups and a decrease in paying subscribers. In Q4, Tinder saw new registrations fall 5% year-over-year and monthly active users drop 9%, though the company noted slight improvements from AI-driven experiments that optimize profile visibility.
Beyond Chemistry, Match is addressing issues that concern younger users, including authenticity and safety. Tinder’s Face Check verification system, which uses facial recognition to confirm user identity, has already reduced interactions with fraudulent accounts by more than 50%.
The company is also investing in marketing to boost engagement, committing $50 million to campaigns on TikTok and Instagram. Rascoff said the campaigns will aim to highlight Tinder as a fun and relevant platform for Gen Z.
The shift toward AI-powered recommendations signals a broader move away from the traditional swipe-based format, which, while iconic, can create the illusion of endless choice without guaranteeing a meaningful match. Analysts note that these updates could help Tinder retain users and improve overall satisfaction.
Tinder reported $878 million in revenue and earnings of 83 cents per share for the fourth quarter, exceeding analyst expectations, though future guidance prompted a temporary dip in the stock.
