Rise of the robotic matchmakers
Match.com’s wildly popular hook-up app, Tinder, has plans to outsource its matchmaking endevours – to robots. Earlier this month, the company reported a strong set of quarterly earnings, and on the call, Match Group’s CEO, Greg Blatt, outlined an interest in using artificial intelligence (AI) to help users find partners that appeal to them. He told participants on the call that “AI is just starting to scratch the surface, but we’re making a big investment in it.”
Match.com’s share price has risen by more than 13% in the last month
SOURCE: Yahoo Finance
The company is planning to use algorithms that can analyse users preferences for physical attractiveness by observing their ‘swiping’ behavior. On Tinder, when the app presents you with a match, you have to swipe the screen to approve or discount them as a potential date. The AI that Match is planning to use will build a model of a user’s preferences, and start suggesting people that it believes are more in line with the ‘approved’ swipes than the ‘discounted’ ones.
Tinder’s ability to figure out “who you’re interested in” – to quote Blatt once more – is “not quite rolled out in our recommendation engine yet, but will be soon.”
Tinder is a lucrative area of Match’s product offerings, and the application of AI technologies could deepen its appeal. According to Emily Bary, writing at Barron’s “an emphasis on common hobbies and interests might help make the platform seem more about dating and less about casual flings. That broadens the service’s appeal.”
Dominion holds the Match Group in its Global Trends Ecommerce Fund.
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