In a recent press release crafted with assistance from ChatGPT, Match Group announced a strategic enterprise agreement with OpenAI, the creator of the popular AI chatbot. This new partnership grants Match Group, the parent company of prominent dating platforms like Tinder, Match, OkCupid, and Hinge, over 1,000 enterprise licenses. The integration of AI technology aims to enhance productivity by assisting employees with various work-related tasks as part of Match's ambitious investment of over $20 million in AI for 2024.
While press releases often convey a sense of excitement surrounding corporate developments, this announcement feels somewhat overstated. The ChatGPT-generated message includes phrases suggesting that the chatbot promises to be "the wingman…employees didn’t know they needed," and the enthusiasm of the CTO is presented in an exaggerated fashion. Attractive yet cringeworthy lines such as "our love story with AI comes with a promise of responsibility — think of it as a prenup with the technology," may provoke eye rolls among readers.
The release even quoted ChatGPT: “I’m thrilled that Match Group matched with me. Together, we’re not just breaking the ice; we’re melting it, and reshaping the way work gets done.” Such sentiments highlight a potential longing for the human touch that previously characterized these company communications.
On the practical side, Match Group plans to leverage AI technology, particularly ChatGPT-4, for tasks including coding, design, data analysis, template creation, and internal communications. To ensure the security of its corporate data, access to OpenAI's tools will be limited to trained and licensed Match Group employees.
Before utilizing these tools, employees must complete mandatory training focused on responsible use, AI capabilities, and its limitations. The implementation of this technology will align with Match Group's existing privacy guidelines and AI principles. Although the company did not disclose the cost of the agreement or its anticipated impact on the bottom line, Match is optimistic that these AI solutions will enhance team productivity.
During a recent earnings call, Match executives discussed their commitment to AI, revealing plans to evolve current products and develop new offerings. The shareholder letter emphasized how AI can enhance various aspects of the user experience, such as assisting in profile creation through experimental features like an AI-powered photo selector and generative AI for bios. AI's impact is also expected to improve matching processes and post-match support by providing conversation starters, nudges, and date suggestions.
"We expect AI to enhance every facet of our apps, boosting profile quality, discoverability, and matching capabilities. More importantly, it will foster a safer environment for user connections," declared CEO Bernard Kim during the January earnings call.
Kim underscored the fundamental role of AI in Match Group's future, stating, "AI will help us create better user experiences and truly enhance our products."
The company indicated intentions to explore the development of standalone AI-powered applications, with testing set to begin in 2024. A dedicated innovation team will focus on integrating AI across Match’s suite of platforms, which includes collaboration with Hyperconnect, a company acquired in 2021 for $1.73 billion. Though Hyperconnect has yet to produce a notable app equivalent to Tinder, its potential remains in the spotlight.
While a Match representative declined to comment on whether OpenAI's technology will be utilized across its wider initiatives, the company has confirmed plans to invest between $20 million and $30 million in AI innovation for the upcoming year.
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