Fortune | FORTUNE 前天 19:15
Dating apps are banking on AI to win over Gen Z—but the sparks aren’t flying, survey finds
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尽管约会软件公司如 Hinge、Tinder 和 Bumble 积极引入 AI 功能以吸引年轻用户,但 Gen Z 群体对这些技术持谨慎甚至怀疑的态度。调查显示,近一半的受访者认为 AI 在个人资料创建和对话方面并未带来实质性改善。Gen Z 用户反而对使用 AI 辅助撰写个人资料、回复消息和修图等功能感到不适。尽管 Bumble 和 Hinge 等平台已将 AI 应用于优化用户体验和安全防护,但约会教练和分析师认为,这些 AI 功能可能无法解决约会软件的核心痛点,例如建立真实化学反应和鼓励线下见面。行业数据也显示,部分约会软件的营收出现下滑,公司裁员应对成本压力,预示着约会软件行业面临转型挑战。

📱 Gen Z 群体对约会软件中的 AI 功能普遍持怀疑态度,认为其在个人资料创建和对话方面的帮助有限,甚至对使用 AI 辅助个人资料撰写、回复消息和修图感到不适。这与千禧一代对约会软件的接受度形成对比。

🚀 Hinge、Tinder 和 Bumble 等约会软件公司纷纷引入 AI 技术,例如 Hinge 的“Prompt Feedback”功能帮助用户优化个人资料,Bumble 的 AI Photo Picker 和对话提示功能,以及用于识别虚假信息和过滤不当内容的 AI 安全功能,旨在提升用户体验和平台安全性。

💡 尽管 AI 技术被寄予厚望,但约会教练和分析师指出,AI 功能可能未能触及约会软件的核心问题,如帮助用户评估化学反应和鼓励线下见面。若未能解决这些根本性问题,约会软件的吸引力难以恢复。

📉 行业数据显示,部分约会软件如 Bumble 和 Tinder 的营收出现下滑,公司不得不进行裁员以控制成本。这反映出约会软件行业正面临增长瓶颈和转型压力,AI 功能的引入尚未能扭转这一局面。

⚖️ 约会软件的本质被认为是建立在“拒绝和评判”的基础之上,这种不健康的动态可能正是 Gen Z 抵触其过度依赖技术的原因。Whitney Wolfe Herd 指出,这些平台的核心机制可能与用户寻求健康关系的需求相悖。

While dating apps were all the millennial rage just a few years ago, Gen Z has been quite skeptical about finding a romantic partner online. 

Even the CEO of Match Group, a major dating-app conglomerate, has admitted as much.

“The high-pressure kind of product offering of looking at a photo and judging it—that is cringy for a lot of Gen Z people,” Spencer Rascoff, the newly minted CEO of Match Group that houses Tinder, Match.com, OkCupid, Hinge, and Plenty of Fish, recently told The Wall Street Journal. 

In an attempt to capture more young users, dating apps like Hinge, Tinder, and Bumble have recently started introducing AI-powered features to help solve some of the complaints users have had about the apps. This includes features like helping prompt users when creating their profile or crafting conversation starters. 

But those efforts aren’t impressing Gen Z. Bloomberg Intelligence recently conducted a survey of about 1,000 dating app users, and nearly 50% of respondents said AI didn’t move the needle for them in terms of making a profile or having conversations with matches. 

And while Gen Z is the youngest generation to enter adulthood during the AI revolution, they’re actually more uncomfortable with using AI to draft profile prompts, respond to messages, and modify pictures, survey results showed. 

What dating apps are doing with AI

While the report didn’t explicitly name certain dating-app companies, several have made public their focus on AI features. In January, Hinge announced its AI-powered “Prompt Feedback” feature that “nudges” users to improve their responses. 

“With Prompt Feedback, we’re intentionally leveraging AI to provide personalized coaching during a key moment for daters—making a great first impression on their profiles,” Justin McLeod, Hinge founder and CEO, said in a statement.

Bumble, another major dating-app company founded and run by Whitney Wolfe Herd, also uses AI for several of its features like AI Photo Picker and AI-powered conversation prompts. It also uses AI for safety features that help identify and remove fake profiles, scams, and spam as well as blurring out explicit images. 

While safety features are undoubtedly helpful and a positive step forward for making dating apps more inviting, AI features won’t necessarily save the industry.

Dating apps “can try to come up with more ways to [allow] people to assess chemistry, but unless they are really pushing people to meet in real life by maybe creating more in-person activations and events where people can assess, ‘Oh, is there a vibe here?’ I don’t know that they will make the comeback to being as big as they once were,” Ilana Dunn, dating coach and podcast host of Seeing Other People, recently told Fortune.

Meanwhile, the Bloomberg survey findings also suggest the tools dating apps have introduced thus far just may not be addressing users’ needs, Bloomberg Intelligence analyst Nicole D’Souza wrote in the report. Therefore, this could continue to hurt dating apps’ margins. 

Bumble’s first-quarter revenue dropped nearly 8% year-over-year while Tinder’s fell 3%. Hinge, however, appears to be bucking that trend, reporting a 23% jump in Q1 revenue compared to last year. But Rascoff also announced in May he cut 13% of staff, which he said would save the company roughly $100 million. 

Bumble also recently laid off 30% of its workforce. This came shortly after Wolfe Herd had returned to Bumble in March as CEO after a hiatus. Herd addressed the pitfalls of dating apps with Fortune’s MPW Editor Emma Hinchliffe upon her return. 

Dating apps “are rooted in rejection and judgment,” Herd said. “You are judging people, and they are judging you. You’re being rejected, and you’re rejecting. These are not healthy dynamics.”

Now, Bumble is set on growing its user base again.

“Our focus now is on moving forward in a way that strengthens our core business, continues to serve our members effectively, and positions us for future growth,” a Bumble spokesperson told Fortune at the time of the layoffs. 

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