Tinder unveils playful AI chatbots in bid to boost engagement
Tinder is aiming to attract more Gen Z users, who account for approximately half of its user base. The app, which is Match's largest platform, has been facing challenges in retaining subscribers since 2023. Investors have been cautioned that brand revenue may not see growth until 2027.
Match Group Inc.’s Tinder has introduced an in-app game that allows users to interact with artificially intelligent chatbots, as part of a strategy to increase user engagement and grow the dating app. The game utilizes OpenAI’s GPT-40 and GPT-40 mini models to create exaggerated romantic scenarios, offering users a playful experience within the app.
Game Details
The voice-based game lets users engage with the AI characters, earn points for their responses, and aim to secure a date with the virtual character. Each user is limited to five plays per day, with each session lasting around three minutes. This feature is currently available exclusively to iOS users in the US for a limited time.
Hillary Paine, Tinder’s vice president of product, growth and revenue, shared that the game aims to provide a lighthearted environment for users to practice conversations and boost their confidence before engaging in real-life interactions. The permanence of this feature within the app will depend on user feedback received by the company.
Tinder's Strategy
Tinder has been focusing on attracting Gen Z users, a significant portion of its user base, as it works to reverse a decline in subscribers that began in 2023. The company is prioritizing enhancing user engagement by introducing fun elements to the app and implementing measures to eliminate fake profiles and undesirable behavior within the platform.
In addition to "The Game Game," Tinder is exploring other features like double-dating options and offering more in-app incentives to users who log in consistently. The company's goal is to revitalize the Tinder experience and address user concerns to drive growth in brand revenue.
AI Integration in Dating
Match Group, the parent company of Tinder and Hinge, has been integrating AI technology across its platforms to optimize user experiences. The company has been leveraging AI for tasks like photo selection, profile recommendations, and enhancing user interactions within the apps.
While AI-powered features in dating apps have the potential to improve user engagement, companies are also cautious about the impact on users' emotional well-being. Tinder has taken steps to ensure that the chatbot game remains a light-hearted experience and has implemented safeguards to maintain a positive user environment.
As technology continues to evolve in the dating industry, companies are exploring innovative ways to enhance user interactions while prioritizing user satisfaction and safety.