A playful AI chatbot is being launched by Tinder in an effort to increase engagement

Tinder has been focusing on attracting Gen Z users, who make up nearly half of its user base, as it tries to recover from a decline in subscribers that started in 2023. Despite efforts to turn things around, the company has warned investors that brand revenue isn’t expected to grow again until 2027. To re-engage users and bring excitement back to the platform, Match Group Inc.’s flagship dating app has introduced an interactive in-app game where users can flirt with AI-powered chatbots.

This new addition is a playful experiment, designed as both a marketing move and a way to explore AI’s potential in dating. The game, which uses OpenAI’s GPT-4o and GPT-4o mini models, sets up exaggerated rom-com scenarios where users engage in voice-based roleplay. Situations like accidentally grabbing the same shopping basket as a stranger at a store or mistaking someone else’s suitcase at an airport serve as the backdrop for these interactions. The AI initiates conversations, and players can score points for showing warmth and curiosity, receive real-time feedback on their approach, and ultimately “win” if the chatbot character agrees to a date. With sessions capped at three minutes and a daily limit of five plays, the feature is currently only available for iOS users in the US for a limited time.

According to Hillary Paine, Tinder’s vice president of product, growth, and revenue, the game is meant to provide a fun, pressure-free space for users to practice flirting and build confidence before engaging in real-life conversations. Whether this feature becomes a permanent part of the app will depend on user feedback. The company has made it clear that its goal is to make Tinder more enjoyable while also addressing issues like fake profiles and bad actors on the platform. Other engagement-driven features, including a double-dating option and incentives for logging in consistently, are also in development.

Unlike the controversial AI companion concept, which some fear could negatively affect emotional well-being, Tinder’s “The Game Game” is intentionally lighthearted and temporary to prevent over-reliance. The goal is to show how AI can enhance authenticity rather than replace human interaction. To ensure a safe experience, Tinder has built-in safeguards, including OpenAI’s moderation tools, which detect and shut down conversations involving sensitive topics or inappropriate behavior.

Keeping the game operational long-term would require a significant financial investment. Last year, Match struck a deal with OpenAI for over 1,000 ChatGPT enterprise licenses, though neither company has disclosed specific costs related to running the voice-powered feature. Match Group, which also owns Hinge, has been incorporating AI across its apps, using it for tasks like optimizing profile photos and suggesting potential matches. Other dating apps, such as Grindr, have also been exploring AI tools that function like virtual wingmen, offering chat suggestions or recommending date spots.