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AI steps in as Gen Z struggles with dating app conversations
Young singles in the UK are increasingly relying on artificial intelligence to break the ice on dating apps, according to Hinge's chief marketing officer. Jackie Jantos told the BBC that Gen Z users-who make up over half of the platform's monthly active users-lack the confidence to initiate conversations, a challenge she attributes to reduced in-person socialising.
Hinge's growth amid 'dating app burnout'
Despite warnings from relationship experts about "dating app burnout" and a shift toward organic meetups, Hinge has continued to expand its UK user base. The app, owned by Match Group (which also operates Tinder and Match.com), reported 1.5 million adult users in the year to May 2025, up from 1.4 million the previous year. Meanwhile, Tinder's audience shrank from 1.9 million to 1.5 million over the same period, per Ipsos iris data.
Hinge markets itself with the slogan "designed to be deleted," positioning itself as a tool for long-term relationships rather than endless swiping. Jantos dismissed criticisms that the tagline is mere marketing, insisting the platform's goal is to help users "find love and move on."
Pandemic's lingering impact on social skills
Jantos highlighted a stark generational shift: Gen Z spends roughly 1,000 fewer hours per year socialising face-to-face compared to their peers two decades ago. That translates to over two hours daily lost to phone-based activities, she said, contributing to widespread loneliness. Nearly half of UK Gen Z adults now report feeling lonely "often or always."
The COVID-19 pandemic disrupted critical developmental stages for young adults, Jantos noted. "Those years when you experiment with flirting, intimacy, and in-person interactions were interrupted for many," she told the BBC's Big Boss podcast. "The confidence to put themselves out there isn't innate-it's learned."
AI as a confidence booster, not a crutch
Hinge's AI tools include profile reviews and conversation prompts designed to help users articulate their personalities. Jantos defended the features, arguing they "help express who you are" rather than replace genuine interaction. "It's not about outsourcing dating to AI," she said. "It's about giving people the nudge they need to start a conversation."
"Supplies have stabilized, but conservation remains essential."
Hinge spokesperson
Dr. Carolina Bandinelli, a University of Warwick associate professor studying dating trends, agreed the pandemic reshaped Gen Z's approach to relationships. "Dating apps were once seen as the only way to meet people," she said. "Now, we're past the hype. They promised infinite choices and no rejection, but users are left guessing without social cues."
Quality over quantity: A new dating ethos
Siobhan Copland, founder of matchmaking service Cupid in the City, observed a shift toward prioritising meaningful connections over endless swiping. "Young professionals are overwhelmed by constant information," she said. "They're choosing the gym over Friday night drinks-a stark contrast to older generations."
While Tinder remains the most visited dating app, Hinge's growth signals a broader fatigue with superficial interactions. As Gen Z redefines dating norms, AI tools may bridge the gap between digital convenience and the confidence to connect offline.
