Dating app maker Bumble is turning to generative AI as it looks to revive growth and adapt to shifting user behaviour. During its fourth-quarter earnings call, the company introduced a new AI assistant called Bee, designed to act as a personal matchmaker that learns about users through private conversations.
According to founder and CEO Whitney Wolfe Herd, Bee will analyse details such as a user’s values, relationship goals, communication style and lifestyle preferences. Using those insights, the system will recommend more relevant matches inside the app.
The feature is currently in an internal pilot phase, but Bumble plans to launch it in beta soon.
Users will interact with Bee much like they do with other AI chatbots — by typing or speaking in a conversational format. Over time, the assistant is expected to build a deeper understanding of what someone is actually looking for in a relationship.
The AI assistant will initially power a new feature called “Dates,” where Bee identifies two people with similar intentions and goals. Both users are then notified with an explanation of why they might be a strong match.
In the future, Bumble plans to expand Bee’s role further. The assistant could suggest date ideas, gather anonymous feedback from previous matches or help guide conversations.
The move is part of a broader overhaul of Bumble’s platform as the dating app market slows and younger users grow frustrated with swipe-based matchmaking.
Wolfe Herd said the company is even experimenting with removing the swipe mechanism in some markets, testing alternatives that move beyond the simple “yes or no” decision that has defined dating apps for years.
One concept being explored is “chapter-based” profiles, where users share different parts of their life story. Other users can express interest in those chapters rather than simply liking a profile photo.
The approach could also give Bumble richer data for its AI systems to analyse. “We will be introducing more dynamic ways for somebody to express interest in your story, rather than just your profile,” Wolfe Herd said, adding that the goal is to encourage better conversations and more meaningful connections.
The company is also exploring features that encourage people to meet offline sooner, addressing what some users describe as “dead-end chat zones” where conversations stall without leading to real-life meetings.
Bumble has already introduced AI tools across the platform, including AI-powered photo selection, feedback tools and safety features such as systems that detect and blur unsolicited explicit images. The company says it has also upgraded its back-end infrastructure to better support AI-driven features.
The push comes as Bumble reported better-than-expected fourth-quarter earnings, with revenue reaching $224.2 million and average revenue per paying user rising 7.9% to $22.20. Following the announcement, the company’s stock jumped roughly 40%.
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