AI in Online Dating: Widespread, But Not Popular
Algorithms Shape Partner Search, But Trust Lags
Online dating has long been part of everyday life in Switzerland. Platforms have relied on algorithms for years to match users. Now, a new dimension is emerging: artificial intelligence writes profiles, selects photos, and drafts initial messages. This often goes unnoticed – and causes a mixed reaction.
Official figures on AI usage are missing. The Federal Statistical Office (BFS) collects data on online dating platform usage, but not on the underlying technology. Experts assume that most major providers integrate AI tools. SRF has already reported multiple times that generative AI is also used in Switzerland.
Invisible Profile Helpers
Tinder, OkCupid, and other platforms invest heavily in artificial intelligence. Tinder uses machine learning to select the best photos for a profile. OkCupid calculates matches based on algorithms. These systems operate in the background – users often do not notice them. A visible application, however, is AI-assisted text generation: generators like ChatGPT create a profile summary or conversation starter in seconds. This overview shows how the technology works in detail.
Demand spans all age groups. Those unhappy with their own profile try using a bot. Instructions range from “write humorously” to “phrase cautiously.” Many users admit that AI helps them start conversations – even if they would not later claim the sentences as their own. People with social anxieties report that AI facilitates getting started.
In Switzerland, with its rather reserved dating culture, the use of AI is sometimes seen as a contradiction to authentic encounters. People want to see others as they are – not as a prompt describes them. This attitude plays a role in many discussions. This is evident in the comments on our page.
Trust Is the Major Hurdle
Despite its prevalence, skepticism remains high. A common view is that an algorithm cannot measure chemistry. Users report that profiles with similar preferences resemble each other like two peas in a pod. The mathematical search for matches quickly produces clones – and these do not appear particularly exciting.
One observation is that men use AI more frequently to compose messages than women. While men hope for more responses, women fear that authenticity is lost as a result. These differing perspectives are also reflected in user ratings of the apps.
Added to this is concern for privacy. Dating apps collect sensitive data: sexual orientation, political views, illnesses. With AI, this data is evaluated even more precisely. If someone states in their profile that they like animals, they might soon only receive suggestions with cat pictures. This is not bad per se, but it shows how intransparent the platforms' decisions are.
Risks from Fake Profiles and Data Leaks
A practical risk is fake identities. Generative AI can create deceptively real individuals – including images and resumes. The National Cyber Security Centre (NCSC) warns against fraud schemes where perpetrators feign a relationship for weeks and then ask for money. AI makes such attacks more efficient because they can be automated. Deepfake videos are still rare, but the technology makes it possible to chat in real-time while displaying another person's face.
Data protection is the second major issue. Dating platforms are a popular target for hackers due to their sensitive data. Security incidents repeatedly occur where passwords and messages are stolen. Additionally, if a system is trained with user texts, personal information can appear in external outputs. Detection is hardly possible for those affected.
Transparency Builds Trust
What is needed? Experts demand that dating apps clearly indicate where AI is used. Some platforms are working on labels for AI-generated profile pictures or texts. In Switzerland, there is currently no legal basis for this. International examples show that regulation is possible: The EU has set transparency requirements for AI systems in its AI Regulation. Although Switzerland is not an EU member, it aligns many regulations with EU law. Read here how Switzerland reacts to the EU AI Act.
A checklist helps minimize risks:
- Scrutinize profiles with impersonal images and polished texts.
- Arrange a video chat before the first meeting.
- Do not transfer money or disclose bank details.
- Check app settings to see if AI functions can be disabled.
- Report suspicious profiles to the platform and the NCSC.
This caution is not fear, but a healthy approach to a technology that still has its pitfalls. Also read the editorial guide to pitfalls in online dating.
Artificial intelligence will continue to change partner search. It can help pre-sort a large selection – but personal attraction must decide the final step, the real meeting. Those who view AI as a tool and not a savior will choose more wisely. The algorithm is not a love oracle, but a tool. What algorithms cannot show is the thrill one only feels when meeting unexpectedly.
