In a
press release
created with the assistance of ChatGPT, Match Group has announced a major deal with the creators of the AI chatbot, OpenAI. This groundbreaking agreement includes over 1,000 enterprise licenses for the popular dating app company, which houses well-known platforms like Tinder, Match, OKCupid, Hinge, and others. According to Match Group, their employees will now have access to AI technology to aid them in their daily tasks, as the company has invested more than $20 million in the development of AI in 2024.
While press releases are typically overflowing with enthusiasm when it comes to sharing company news, the release penned by ChatGPT is a little over the top. The release includes phrases such as how ChatGPT promises to be the “wingman” that employees didn’t know they needed, how the Chief Technology Officer couldn’t contain their excitement in their canned quote, and even includes a mention of AI safety, stating, “our love story with AI comes with a promise of responsibility – think of it as a prenup with the technology.” Quite cheesy!
The release even features a quote from ChatGPT itself: “I’m delighted that Match Group has chosen me. Together, we’re not just breaking the ice; we’re melting it and reshaping the way work is done.” Ugh.
Who would have thought that we would miss the human touch and careful crafting that goes into writing these corporate messages?
As for the news itself, Match Group has announced that they will begin implementing AI technology, specifically ChatGPT-4, to assist with coding, design, analysis, creating templates and other daily tasks, including communication. To ensure the safety and security of their corporate data, only trained and authorized Match Group employees will have access to OpenAI’s tools.
Before using these tools, Match Group employees will also be required to undergo mandatory training focused on responsible usage, understanding the capabilities and limitations of the technology. The company’s existing privacy practices and AI principles will also guide the use of these tools. While the cost of the agreement and its impact on the company’s bottom line remains undisclosed, Match Group is confident that the AI tools will greatly increase team productivity.
At a recent earnings call, Match Group executives discussed their plans for integrating AI into their operations, stating that this year, they will use AI technology to both enhance existing products and develop new ones. The company’s shareholder letter detailed how AI could improve various aspects of the dating app experience. For instance, AI could assist with profile creation through features such as an AI-powered photo selector and generative AI for help with writing bios. Match Group also mentioned how AI will enhance their matching capabilities and provide post-match guidance, including conversation starters, nudges, and date ideas that are tailored to each user.
“We anticipate AI to be a crucial element in every aspect of our apps by improving profile quality, discoverability, and matching. Most importantly, AI will create a safer environment for our users to connect in,” stated CEO Bernard Kim during the investor’s call in late January.
Kim also expressed that he believes AI is essential to the future of Match Group and their business, noting that it will help them create a better user experience overall.
The company also revealed plans to develop standalone AI-powered apps and will begin testing them in 2024. A central innovation team will be responsible for integrating AI across Match’s entire portfolio of apps, with assistance from the team at Hyperconnect, a company acquired by Match in 2021 for $1.73 billion. However, the investment has yet to produce a breakthrough app as popular as Tinder.
When questioned about whether Match Group will use OpenAI technology in their broader AI initiatives, a company representative declined to comment. However, it was previously stated that Match Group will be investing $20-30 million in AI innovation in 2024.
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