Match Group Hires New AI Executive

Match Group has hired a new Vice President of Innovation, a role that will direct the use of AI over its suite of apps.

Mark Kantor comes from his previous role as head of growth at Zynga, and co-founded startups like Yellowbrick and Grafitti, according to Tech Crunch. He will lead a team of engineers and product designers in harnessing AI technology for new features. According to an internal memo received by Tech Crunch, the new team is called ASL, which stands for Art x Science Lab, but is also a reference to an online pickup line (“age, sex, location”).

AI has been a tool that dating apps have incorporated in various ways, including in algorithms to better understand user preferences when delivering potential matches. Now with tools like ChatGPT, daters are using AI for profile-writing and messages, so dating app companies like Match Group are seeing opportunity.

Match Group’s Tinder recently announced it is testing an AI photo selection feature, where the tool scans a user’s photo album and picks the ones that will deliver the best results for that person’s profile.

“Harnessing our emerging generative AI solutions will be one key focus area, as we explore ways to make it easier for users to engage in dating apps, provide tools to help users showcase their individuality, and further enhance the safety and accessibility of our apps,” reported Tech Crunch, who received an internal memo written to employees by CTO Will Wu.

Some dating app users are hesitant about AI, and argue that using it to create bios and messages and even to select photos is disingenuous. And some find it even creepy that instead of talking to a real person, they might be interacting and flirting with ChatGPT.

“It’s imperative that our features and tools enhance trust, authenticity and respect and, ultimately, lead to better matches and dates in real life,” CEO Bernard Kim said on Match Group’s last earnings call.

Dating apps are still struggling with building trust among users, with many citing privacy concerns and harassment from other members. Match Group has implemented a few major fixes over the years, but let go its head of safety Tracey Breeden, who was leading the charge, at the end of 2022.

Notably, the dating app company also recently parted ways with security firm Garbo over differences in which the companies wanted to operate and use the background check service. Garbo founder Kathryn Kosmides wrote in a blog post about the split: “Over the last few years, we have faced a lack of support and real initiative from online platforms, continuous harassment and threats by bad actors on these platforms, and the prolific issues across the justice systems including access to proper local, state and federal government records is deteriorating by the day.”

Match Group CEO Bernard Kim is setting his focus on AI instead, saying on a recent earnings call: “By the end of the year, we expect to have launched a number of initiatives that will use generative AI to eliminate awkwardness…all in a way that focuses on authenticity and maintaining the highest ethical and privacy standards.”