Would you trust AI to choose your life partner?
New apps use AI to help users find romance
In India, where arranged marriages have long been the norm, technology is reshaping tradition. Platforms like Betterhalf.ai are using artificial intelligence to match singles—and their families—with potential spouses. These AI-driven services analyse vast amounts of data to predict compatibility, aiming to modernise the matchmaking process.
The online matrimony industry in India is booming, with over 1,500 platforms competing in a market worth hundreds of millions of pounds. Companies like Matrimony.com and Shaadi.com have embraced AI to enhance their services, offering features like personality assessments and compatibility scores. The COVID-19 pandemic further accelerated this shift, as more people turned to digital solutions for finding life partners with lockdown restrictions in place.
However, the integration of AI into matchmaking isn’t without challenges. Cultural nuances, personal preferences, and the importance of human intuition are factors that algorithms may struggle to fully capture. Some users question the accuracy of AI-generated matches, emphasising the need for a balance between technology and personal judgement.
It’s also important to consider how applying AI in this way could reinforce biases and potentially make it harder for individuals to find love outside their existing social circles. Beyond the privileges and intersections of their family network. It’s possible that while we may gain efficiencies saving time sorting through matches, we could be losing the chance to explore a wide dating pool beyond what history (and existing data sets) thinks makes “a good match”.
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