After years of declining usage and falling stock prices, dating app Bumble is making a significant change by removing the swipe feature and introducing an AI assistant named 'Bee'. The company announced to Axios that it aims to foster deeper, more meaningful connections instead of the superficial swiping that led to countless dead-end conversations.
The Promise of AI in Dating
While the exact capabilities of Bee remain unclear, it will help users enhance their profiles by suggesting better photos and personal descriptions. Additionally, Bumble plans to use AI to discuss users' dating preferences and connect them with those sharing similar values. This move comes as consumer tech companies face pressure from investors to integrate AI into their products rapidly, but hasty implementation risks alienating users.
Mixed Results with AI in Courtship
Previous attempts to incorporate generative AI into dating have yielded dubious outcomes. For instance, the app Rizz, named after Gen-Z slang for charisma, promises to replace real interactions with AI-generated responses and has garnered positive reviews from users who claim it helps them deceive partners. Similarly, Tinder introduced an AI-powered 'game' in 2025 to hone flirting skills, but testing revealed flaws: politeness was labeled as chilly, and humor was penalized, reflecting biases in training data.
The Broader Context of Dating App Burnout
The story of Bumble mirrors broader consumer tech trends. Millennial entrepreneurs were told that apps with cute branding and investor-friendly value propositions could solve systemic issues like loneliness. However, the focus on 'democratization' and 'convenience' has led to frictionless experiences that feel meaningless. A 2024 Forbes survey found that nearly 80% of dating app users experience emotional, mental, or physical exhaustion. The intermittent dopamine spikes from app dating cannot replace the rich process of self-discovery and genuine connection.
Why AI Won't Fix the Problem
Bumble's shift away from swiping and toward AI may sound appealing to investors, but it fails to address the core issues making modern dating joyless. The goal remains a smooth, mindless path to connection, ignoring broader societal problems like social alienation, declining marriage rates, and the rise of online misogyny. As tech executives propose AI as a solution to our friction-free lives' disappointments, it's worth questioning whether we should continue to listen.
