Abandoned, Tinder is forced to review his dating model

Tinder's revenues continue to raise alarm. The result of a gradual and continuous decline in the number of users of the dating app. On the occasion of the publication of its results for the fourth quarter of 2024, the company behind Tinder, Match Group, announced a change, with the integration of a new dating method, based not on swipes, but on artificial intelligence (AI).

The new functionality must therefore offer a new way of using the application, to rekindle the flame of users, more and more of whom are criticizing the platform for having deviated from a spontaneous and fun system. Tinder is thus promoting the change by adding that it will bring more committed and personalized matches. A new quest for quality encounters, which contrasts with the very principle of Tinder in the past.

Because the platform's algorithm tended to motivate its users to spend more and more time swiping from one profile to another, keeping the impression that a more interesting person for them would be found on the next profile display. The application also pushed its free users to turn to its subscriptions, by playing on their frustration and their hope.

"We want a product that lives up to expectations"

It is therefore not for nothing that the financial director of Match Group, Gary Swidler, declared: "we want to see a significant number of people engage with the new feature, and give it a chance... We also want to see an improvement in the quality of matches". He added: "We want this product to really live up to users' expectations in terms of quality, which should drive user growth."

It's not yet clear how Tinder plans to implement this new form of dating. The CFO insisted that it would not replace the traditional system, which has become the new standard for an entire industry, but would rather be presented as a complement.

The feature will arrive during this quarter. It will sit alongside other changes already in effect on Tinder, such as the preview of “mutual friends”, or the AI assistant to know which photo to use for your profile.

Source: Tech Crunch