Bots that can flirt. Werewolf boyfriends. Rizz generators. Machine learning is coming for dating apps, promising to find better matches, weed out likely ghosters, tell you exactly the right time to ask for an IRL meeting, and arm you with the perfect pickup line. It all sounds a bit “Black Mirror” to me — to say nothing of the irony of companies using AI to identify fake AI-generated profiles — but my colleague Rachyl Jones caught up with Hinge CEO Justin McLeod, who swears AI is the key to un-mucking online dating. Courtesy of HingeRachyl Jones: Is online dating broken? Justin McLeod: There are legitimate opportunities and issues in the category that I set out to solve when I created Hinge. I think to some extent — we made a lot of progress — they still exist. What’s being presented now by AI will allow us to dramatically address those issues. What exactly is the AI opportunity? One is personalized, intelligent matching — a more nuanced approach to understanding people’s tastes and what they are looking for, being able to use that information to make much smarter matches and give you some insight into why. Imagine the world’s most knowledgeable dating coach who can sit with you during your experience and help. And it’s feedback on tactical things. “Hey, you’ve been messaging this person for a while. It might be time to ask them on a date.” People don’t like companies slicing things into a bunch of different subscription tiers, which has happened at Hinge and, more broadly, in dating apps. How do you pitch this to customers who were once using it for free? What was free continues to be free, and we try to add more value so that people want to pay. We have a principle that we only charge for what we can’t give away for free. If we gave everyone unlimited roses and boosts for free, they wouldn’t mean anything anymore. Similarly, with premium filters or all these other pieces we put in a subscription — we found they actually hurt people’s chances to find a match if we give them to everybody. The 4B movement seems to be catching on in the US. Are women swearing off men? I’ve read about that. We have not seen it. |