Finding the right connection on a dating app is like finding a needle in a haystack, if not worse. For every hit, there are too many misses. Just 2% people are satisfied with current dating platforms and many quit after a few months of trial and error, according to dating app, Pheramor. Still, there are more than 50 million users on Tinder and another 23 million on Bumble. Globally, there are over 7500 dating sites and the industry is valued at $4.6 billion, VICE estimates.
Companies now have to use more predictive technology to tailor user experience because across products and services, people are weaning off ones that are based on a one-size-fits-all model.
Details such as fitness regime, music choices, and social network engagements are being leveraged to create a more meaningful dating experience.
In the future, it is likely that the swipe model will be redundant and a more algorithmic shift will replace the function; one that will reduce the guesswork from dating through AI or genetics-based dating. This may become the defacto way Gen Z will connect, not just romantically but also in relationships of all sorts – mentors, friends, travel partners etc.
At the moment, Tinder has taken the lead on AI adoption within the online dating industry although the full scope of integration is largely untapped.
Companies now have to use more predictive technology to tailor user experience because across products and services, people are weaning off ones that are based on a onesize-fits-all model.
Tinder has rolled out AI with their ‘Super Likeable’ feature. Super Likeable allows users signal to others he/she is particularly interested. It tracks data such as swipe patterns, whether those patterns reveal specific preferences, such as, guys with glasses or girls with red hair. Can one search for people ‘Super Likeable?’ No, that would take the fun element of surprise out of the experience.
The Waving App works exactly like Tinder but with a twist. Instead of agonizing over the perfect profile picture, users upload voice messages. The application, in a sense, is tailored for those who feel competitors like Bumble and Tinder use photos that can often be misleading.
Houston-based Pheramor is one of the latest businesses to pop up around the concept of genetic testing. Tapping into established research, it pairs individuals based on genetics of attraction and social media interactions. By using the science of pheromones, the app is marketing itself as a service that increases dating efficiency. You can take a swab of your DNA and send it for testing. The company will use this information as well as other social media interactions to pair a perfect match.
Match.com launched a test campaign around scent driven dating.
Women received 6 bottles with different male scents inside. They were able to read about each man on the box containing the bottles and contact them via the site.
Brands will continue to experiment with such promotions for seasonal events.