Match Group Embraces AI Innovations: Appoints Zynga Veteran to Head AI-Focused Team

Match Group, the parent company of popular dating apps like Tinder and OkCupid, is deepening its commitment to artificial intelligence (AI).

After experimenting with AI features on Tinder, Match Group is set to elevate its efforts by appointing Mark Kantor, the former head of growth at Zynga, as its new vice president of innovation. Kantor, who has co-founded several startups, including Yellowbrick and Graffiti, will lead a dedicated team of engineers and designers aimed at incorporating cutting-edge technologies into Match Group’s platforms.

“Harnessing our upcoming generative AI solutions will be a key focus as we seek to enhance user engagement in dating apps, empower users to showcase their uniqueness, and improve the safety and accessibility of our services,” stated CTO Will Wu in an internal memo. Match Group has dubbed Kantor’s team ASL—an acronym for “Art x Science Lab”—inspired by the nostalgic online pickup line, “ASL?” (age, sex, location).

The company has already initiated projects centered on AI tools. Recently, Tinder revealed plans to test an innovative AI-driven photo selection feature that analyzes users’ photo libraries to identify the images that will perform best on the platform. During a recent Reuters event, Tinder CPO Mark Van Ryswyk suggested that generative AI could assist users in crafting their dating bios, a notion that may raise eyebrows but isn't far-fetched given that some individuals are already using ChatGPT to write wedding vows.

While the concept of AI-enhanced dating may raise concerns among users who prioritize authentic interactions, Match Group assures that its innovations will be genuine.

“It’s crucial that our features and tools foster trust, authenticity, and respect, ultimately leading to improved matches and real-life connections,” said CEO Bernard Kim during Match Group's recent earnings call. “By year’s end, we anticipate launching numerous initiatives employing generative AI to alleviate awkwardness, enrich the dating experience, and pleasantly surprise users—all while prioritizing authenticity and upholding the highest ethical and privacy standards.”

AI, Apps, Match Group, Tinder