Grindr swipes right on AI-powered features to boost engagement, revenue

Dating app Grindr has announced several AI-driven updates to its platform, including conversation analysis tools and personalized recommendations.

The tools are part of the company’s strategy to achieve 20-25% annual revenue growth through 2027.

As reported by Bloomberg, Grindr will introduce six new products this year, including “Chat Summaries” which help users track conversation themes and meeting history, and “A-List” which surfaces profiles based on meaningful past interactions, according to CEO George Arison and Chief Product Officer AJ Balance.

The company plans to offer free trials of some new features before moving them behind a paywall.

In addition, Grindr’s “Wingman” AI feature, originally planned for 2027, is already being tested with 10,000 U.S. users — way ahead of schedule. As the name suggests, Wingman is an AI assistant that can track conversations, recommend potential long-term partners, and suggest dating spots. The AI will eventually handle tasks like making reservations and even engaging in conversations with other AI assistants to help users gain deeper insights into their matches before meeting, potentially identifying deal-breakers early on.

At any rate, the app has demonstrated strong performance in the dating sector, with its stock price more than doubling in 2024 while competitors Match Group and Bumble experienced double-digit declines.

“We don’t want Grindr to become some of our peer apps where they’re just focused on monetization,” said Arison. 

“We’re going to maintain a very robust free product we have already.”

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