Match Group Partners with ChatGPT
Contributed by: kellyseal on Friday, March 01 2024 @ 08:29 am
Last modified on Monday, March 04 2024 @ 02:42 pm
Match Group signed a partnership deal with OpenAI’s ChatGPT-4, which includes over 1,000 ChatGPT Enterprise licenses for company employees to help with their work-related tasks. Match Group noted that the press release announcing the move was written by ChatGPT.
While Match Group has been heavily focused on using AI to develop new features for its platform, this move incorporates it into the company’s internal workflow. Employees will use ChatGPT-4 to aid with coding, design, analysis, to build templates, and other tasks.
It will also help with marketing communications, although the press release is a bit over the top. As Tech Crunch notes, even though releases are designed to create buzz and excitement, Match’s latest announcement is heavy with love analogies and puns, which makes for a groan-inducing read.
A couple of sentences in, the release[*1] reads: “Imagine a workplace where ChatGPT is the new coffee machine: everyone's gathering around, buzzing with excitement, and churning out brilliant ideas faster than you can say ‘It’s a match!’”
And ChatGPT had this to say in the release: “I’m thrilled that Match Group matched with me…Together, we're not just breaking the ice; we're melting it, and reshaping the way work gets done."
Employees of Match Group will have to be trained and licensed to have access to OpenAI’s tools to keep its corporate data protected, according to Tech Crunch[*2] .
Match Group is already using AI technology on its platforms. It provides ID verification for Tinder users, which has recently been rolled out to the U.S., U.K., Brazil and Mexico. The new feature uses AI technology to match a video selfie to a driver’s license or passport. The company is also using AI to improve matching and tips for what to do when you have matched, like conversation starters, nudges, and offering date ideas, according to Tech Crunch.
In addition, Match Group is looking into using AI as a type of wingman for profile building, with an AI-powered photo selector and generative AI for help in writing bios. (Dating app users are already employing ChatGPT-4 for help with messages and writing their bios, but this new feature would be completely inside the app.)
“We expect [AI] to touch every aspect of our apps by improving profile quality, discoverability, and matching. And even more importantly, creating an even safer environment for our users to connect in,” CEO Bernard Kim told investors on the earnings call in late January, according to Tech Crunch. “I believe that AI is existential to the future of Match Group and our business.”
Match Group also said it will invest $20 to $30 million in AI innovation this year.