Meta, the parent company of Facebook, WhatsApp, and Instagram, has announced a major update to Facebook Dating with the introduction of new AI-powered features launched for the purpose of addressing what it calls “swipe fatigue.”
The company is rolling out an AI “Dating Assistant” and a weekly “Meet Cute” surprise match feature, designed to make the dating experience more personalized, efficient, and less overwhelming for users.
The Dating Assistant is a chat-based AI tool built directly into Facebook Dating and allowa people to search for matches using natural language prompts instead of endlessly scrolling through profiles.
For example, you can simply ask the AI assistant to “find me someone who works in tech in Brooklyn” or “suggest matches who love hiking,” and the assistant will refine results accordingly.
Beyond search, the AI is also capable of suggesting improvements to a user’s profile, offering advice on how to better present themselves, and even generating ideas for potential date activities. Meta says the goal is to reduce the friction people often feel when trying to find meaningful connections online.
Meta also launched “Meet Cute,” a feature that automatically introduces a surprise match every week based on its matching algorithm. The main purpose is to give users a weekly “surprise match” chosen based on its algorithm.
Users who aren’t interested in the suggested match can easily unmatch or skip, but Meta believes that injecting this element of surprise could increase engagement and create more authentic connections.
The updates will first roll out in the United States and Canada, appearing under the Matches tab in the Facebook Dating section of the app.
Meta reports that among young adults aged 18 to 29 in these regions, matches through Facebook Dating have risen about 10% year-over-year, with hundreds of thousands of new profiles being created monthly.
The company is betting that these AI features will accelerate that growth by making the app stand out in a crowded dating market dominated by platforms like Tinder, Bumble, and Hinge.
The company says Facebook Dating matches among adults ages 18 to 29 have increased 10% year-over-year growth, with hundreds of thousands of users in that age group creating Facebook Dating profiles each month. That’s small compared to competitors like Tinder, which has about 50 million daily active users, and Hinge’s 10 million daily active users.
Meanwhile, it's worth noting that questions regarding privacy, data use, and algorithmic fairness have been raised. Users want some clarities about how much personal data the assistant will rely on to refine matches, and whether the AI could reinforce stereotypes or biases when suggesting partners.
In response to this, Meta emphasized that users will retain control of their personal information and data, particularly with the option to opt out of the Meet Cute feature. Meta is only using the AI tools to evolve Facebook Dating into a more relevant competitor in the online dating space.
