Tinder tests AI-powered 'Chemistry' feature to combat swipe fatigue
What's the story
Tinder, the popular dating app owned by Match Group, introduced and is currently testing a new artificial intelligence (AI) feature called Chemistry. The innovative tool is designed to tackle "swipe fatigue," a common problem among online dating users who feel burned out and are looking for better outcomes. Chemistry uses AI technology to learn more about users through interactive questions and their Camera Roll with permission.
User interaction
Chemistry offers an 'AI way to interact with Tinder'
During Match Group's Q4 2026 earnings call, the Match CEO explained how Chemistry works. He said it gives users an "AI way to interact with Tinder." Instead of swiping through countless profiles, users can answer questions and get a match with just a single drop or two. This feature is currently being tested in Australia as part of its initial rollout.
Future plans
Main goal is to fight swipe fatigue
The CEO hinted at the possibility of using Chemistry in other ways in the future. The main goal of this feature is to fight swipe fatigue, a common complaint from users who feel overwhelmed by too many profiles. This move comes as Tinder and other dating apps have seen a decline in paying subscribers, user burnout, and new sign-ups.
Performance indicators
Tinder's user numbers in Q4 2026
In Q4 2026, Tinder's new registrations were down 5% year-over-year while its monthly active users fell by 9%. However, these numbers are slightly better than previous quarters. Match Group attributes this improvement to AI-driven recommendations that alter the order of profiles shown to women and other product experiments. The company plans to tackle common Gen Z issues like relevance, authenticity, and trust this year.
Safety measures
Match Group's $50 million investment in product marketing
To enhance user safety, Match Group is using features like Face Check, a facial recognition verification system. This has resulted in over a 50% reduction in interactions with bad actors on Tinder. The company also plans to invest $50 million in product marketing for Tinder. This will include creator campaigns on platforms like TikTok and Instagram, where users will promote the message that "Tinder is cool again."