This opinion article examines the growing shift among dating apps towards artificial intelligence as a solution to declining user engagement and widespread dissatisfaction with swipe-based matchmaking.

Bumble, one of the major players in the online dating industry, is reportedly planning to remove the traditional swipe feature and introduce an AI assistant named “Bee”.

This assistant would help users improve their profiles, suggest better photos and bios, and potentially match users based on shared values and preferences.The move reflects broader pressure on consumer tech companies to integrate AI into their products in order to satisfy investors and maintain growth.However, the article argues that these changes may not address the deeper issues affecting modern dating culture.

Despite the promise of more meaningful connections, previous attempts to integrate AI into dating—such as chat-assisting tools or flirting simulators—have produced mixed or questionable outcomes.

Some users have even used AI tools to generate pickup lines or responses that replace genuine communication, raising concerns about authenticity in relationships.

The piece highlights growing user fatigue with dating apps, with many people reporting emotional exhaustion from endless swiping and superficial interactions.A sense of burnout has emerged alongside the paradox of “limitless choice” failing to produce satisfying romantic outcomes.

The author suggests that while AI may optimise the mechanics of dating apps, it cannot recreate the unpredictability, effort, and emotional friction that underpin real romantic connections.

More broadly, the article situates this trend within a critique of consumer tech culture, arguing that attempts to remove friction from human experience have not necessarily led to greater happiness.Instead, they may have contributed to increased alienation, loneliness, and unrealistic expectations about relationships.The author ultimately questions whether AI-driven matchmaking can meaningfully solve the structural and emotional challenges of modern dating.