--- title: "Hily's Anti-AI Strategy: Shift or Marketing?" description: "Hily bets on 'human intelligence' as AI dominates dating apps. Can it convert philosophical unease into growth, or is it just strategic positioning?" lang: en-GB json-ld: | [ [ { "@context": "https://schema.org", "@type": "NewsArticle", "headline": "Hily's Anti-AI Bet: A Genuine Shift or Just Clever Marketing?", "description": "Hily bets on 'human intelligence' as AI dominates dating apps. Can it convert philosophical unease into growth, or is it just strategic positioning?", "abstract": "Hily bets on 'human intelligence' as AI dominates dating apps. 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[Home](/) 2. [News](/news) 3. [Financial & Investor](/news) 4. Hily's Anti-AI Bet: A Genuine Shift or Just Clever Marketing? ![A smartphone displaying a dating app profile held by a user sitting inside a busy coffee shop.](https://images.pexels.com/photos/9652581/pexels-photo-9652581.jpeg?auto=compress&cs=tinysrgb&w=1200&h=220&fit=crop&fm=webp&q=50&dpr=1) A smartphone displaying a dating app profile held by a user sitting inside a busy coffee shop. [Financial & Investor](/news?category=financial-intelligence) # Hily's Anti-AI Bet: A Genuine Shift or Just Clever Marketing? By [DII Financial Intelligence Desk](/author/financial-intelligence)· June 5, 2026· 6 min read [](https://x.com/intent/post?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fhily-emphasizes-human-intelligence-dating-apps&text=Hily's%20Anti-AI%20Bet%3A%20A%20Genuine%20Shift%20or%20Just%20Clever%20Marketing%3F)[](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fhily-emphasizes-human-intelligence-dating-apps)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fhily-emphasizes-human-intelligence-dating-apps) Reviewed and updated: July 31, 2026 A A ## Key Points - • Hily launched human intelligence features in August 2025 to position itself against aggressive artificial intelligence integrations by Match Group and Bumble. - • According to Hily's survey of 1,559 U.S. daters, 69% of Gen Z and 74% of Millennials believe artificial intelligence reduces dating authenticity. - • Despite authenticity concerns, 51% of women and 52% of men surveyed by Hily admitted to using artificial intelligence for bios or opening messages. - • Hily chief product officer Liubomyr Pivtorak stated Hily will use technology where beneficial without replacing core human elements of connection. Match Group and [Bumble](/news/bumble-paid-plans-group-dating-launch) are racing to layer AI across their products, betting on efficiency and Wall Street approval. Hily has just planted a flag in the opposite direction, launching what it calls 'human intelligence' features and positioning itself against the AI wave that's swept dating apps over the past 18 months. The small operator is gambling that singles are ready to reject the bots they claim to hate—even if they're still quietly using them to write their opening lines. According to [Hily](/companies/hily)'s August 2025 T.R.U.T.H. Report, 69% of Gen Z and 74% of Millennials believe AI makes dating less authentic. More than half of young women and nearly two-thirds of young men said they'd find a match less attractive if they suspected AI had written the profile or messages. That sounds like a mandate for authenticity. Until you read the next paragraph of the same report, which shows that 51% of women and 50% of Gen Z have used AI to write their bios, whilst 52% of men and 47% of Millennials have leaned on it for conversation starters. The disconnect is stark, and it tells you everything about where dating tech finds itself right now. ### Create a free account Unlock unlimited access and get the weekly briefing delivered to your inbox. Register free No spam. No password. We'll send a one-time link to confirm your email. ![Person using dating app on smartphone](https://images.pexels.com/photos/9652342/pexels-photo-9652342.jpeg) Person using dating app on smartphone The DII Take Hily has spotted a real tension, but it's unclear whether they've found a business model or just a marketing angle. The contradiction in user behaviour—rejecting AI in principle whilst adopting it in practice—doesn't suggest a groundswell of demand for "human intelligence" features. It suggests cognitive dissonance, which is harder to monetise. The real question is whether Hily can convert philosophical unease into subscriber growth, or whether this is simply strategic positioning from a smaller operator looking for differentiation in a market where MTCH and BMBL own the playbook. ## The AI paradox: rejection as brand strategy Hily's pivot comes at a moment when AI integration has become table stakes for major platforms. [Tinder](/news/diesel-collaborates-tinder-pride-2026) introduced AI-powered photo selection and conversation prompts in late 2024. Bumble expanded its AI matching features earlier this year, touting personalisation gains in its Q1 earnings call. Hinge has experimented with AI-generated date ideas. [For Match Group and Bumble, AI is](/news/hornet-expands-model-search-queer-events) the efficiency play that Wall Street wants to see—a lever to improve engagement without hiring more moderators or product managers. Hily's counter-positioning is conceptually interesting but conveniently vague. > Chief product officer Liubomyr Pivtorak told Mashable the company would use technology 'where beneficial' but wouldn't replace 'core human elements of connection' [That stance](https://mashable.com/life/hily-dating-app-rejects-ai-trend) aligns with what dating coach Julie Nguyen described as the risk of AI diminishing 'intuitive learning and personal growth' from authentic interactions. But what counts as beneficial? Where's the line between augmentation and replacement? And crucially, is Hily actually stripping AI out of its stack, or just choosing not to talk about the parts that remain? ![Two people meeting for a date at coffee shop](https://images.pexels.com/photos/9652793/pexels-photo-9652793.jpeg) Two people meeting for a date at coffee shop The T.R.U.T.H. Report doesn't clarify whether the 1,559 respondents were representative of the broader U.S. dating market or self-selected from Hily's existing user base. If the latter, the findings may reflect the attitudes of people already inclined toward Hily's positioning—a useful data point for product teams, but not evidence of a mass-market shift. The company has clear commercial motivation to frame AI scepticism as a user mandate rather than a brand differentiation tactic. ## What users say versus what they do The behaviour-belief gap in Hily's data is the real story. Daters say they want authenticity, then turn to [ChatGPT](/products/chatgpt) to write their 'spontaneous' opening message. They claim they'd be turned off by AI-generated profiles whilst simultaneously outsourcing their own bios to text generators. This isn't hypocrisy—it's the classic tragedy of the commons. Everyone wants to match with a real person. Nobody wants to be the one putting in the work. That dynamic plays directly into the hands of platforms offering AI as a convenience layer. If half your potential matches are using AI to polish their profiles, you're at a disadvantage if you don't. The arms race logic is inescapable, and it's why MTCH and BMBL are leaning in rather than pulling back. > Singles experiencing 'dating app fatigue' are exhausted by endless swiping, low reply rates, and matches that fizzle—AI promises to solve some of those friction points, whilst removing it risks making the experience feel even more effortful Hily's argument is that this arms race erodes the entire premise of online dating: the possibility of genuine human connection. That's philosophically sound. Whether it's commercially viable is another matter. The term 'dating app fatigue' has appeared in seven BMBL earnings transcripts since 2022, and AI promises to solve friction points that removing it might worsen. ## Market positioning or actual product shift? Smaller platforms have successfully differentiated on values before. Feeld carved out a niche by leaning into non-monogamy and sexual exploration when Tinder was still pretending to be about finding your soulmate. [Thursday](/news/thursday-acquires-thursday-com-domain-value) built a brand around once-a-week dating to counter [swipe fatigue](/glossary/swipe-fatigue). Both found audiences, though neither threatened MTCH's market share. ![Couple on first date laughing together](https://images.pexels.com/photos/7339201/pexels-photo-7339201.jpeg) Couple on first date laughing together Hily's challenge is that 'human intelligence' is fuzzier as a product proposition than [Feeld](/news/feeld-state-reflections-improved-communication)'s sex-positivity or Thursday's scarcity model. It's a philosophical stance dressed up as a feature set, and philosophy doesn't always translate to [DAU](/glossary/dau) growth. The company will need to demonstrate that its approach produces measurably better outcomes—higher reply rates, longer conversations, more dates—or risk being seen as the app that made dating harder in the name of authenticity. The broader industry will be watching to see whether Hily's positioning attracts a meaningful cohort of AI-sceptic singles, or whether users continue to vote with their behaviour rather than their survey responses. [Research shows that 53% of Gen Zers and 66% of millennials say they'd feel less confident on a real-life date after using AI](https://www.fastcompany.com/91437403/ai-dating-chat-bot-survey) to craft their messages—yet another layer to the authenticity paradox these platforms must navigate. If the former, expect MTCH and BMBL to quietly introduce 'authentic mode' toggles within six months. If the latter, Hily may find itself defending a brand position that nobody actually wants to adopt. Either way, the AI authenticity paradox isn't going away. Dating operators are caught between what users say they value and what they actually use, and no amount of 'human intelligence' branding will resolve that tension. The platforms that succeed will be the ones that acknowledge the contradiction rather than pretending it doesn't exist. ## Key Takeaways - • Dating app operators face a clear behaviour-belief gap, as users report disdain for artificial intelligence while actively using automated tools to craft profiles and messages. - • Marketing human intelligence offers smaller operators like Hily clear brand differentiation, but sustained commercial success requires proving these features increase daily active users and subscriber growth. - • Major platforms including Match Group and Bumble will likely test authentic mode options if Hily successfully converts user philosophical scepticism into measurable market share gains. ## Frequently Asked Questions ### What percentage of Gen Z daters use AI to write bios? ### How does Hily position itself against Match Group and Bumble? ### What did Hily's T.R.U.T.H. Report discover about dater perceptions of AI? Cite this article [Gen Z](/tag/gen-z)[Earnings & Results](/tag/earnings-results) D [DII Financial Intelligence Desk](/author/financial-intelligence) Financial Intelligence Desk The DII Financial Intelligence Desk covers earnings, valuations, funding and the financial performance of the global online dating industry. [More articles by DII Financial Intelligence Desk](/author/financial-intelligence) ### In this article - [The AI paradox: rejection as brand strategy](#section-1-the-ai-paradox-rejection-as-brand-strategy) - [What users say versus what they do](#section-2-what-users-say-versus-what-they-do) - [Market positioning or actual product shift?](#section-3-market-positioning-or-actual-product-shift) ### Mentioned in This Article Companies [![Thursday logo](https://img.logo.dev/getthursday.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Thursday Dating Platform ](/companies/thursday)[![Feeld logo](https://img.logo.dev/feeld.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Feeld Dating Platform ](/companies/feeld)[![Hily logo](https://img.logo.dev/name/Hily?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Hily Dating Platform ](/companies/hily)[![Hornet logo](https://img.logo.dev/hornet.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Hornet Dating Platform ](/companies/hornet)[![Match Group logo](https://img.logo.dev/mtch.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Match Group Dating Platform MTCH $31.42 ▼-1.20% ](/companies/match-group) People [](/people/liubomyr-pivtorak) [Liubomyr Pivtorak Chief product officer ](/people/liubomyr-pivtorak)[![Hily logo](https://img.logo.dev/name/Hily?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=32&format=png&fallback=monogram)Hily](/companies/hily) [ Julie Nguyen Dating coach ](/people/julie-nguyen) Products [![Bumble logo](https://img.logo.dev/name/Bumble?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Bumble ](/products/bumble)[![Feeld logo](https://img.logo.dev/feeld.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Feeld ](/products/feeld-app)[![Thursday logo](https://img.logo.dev/thursday.dating?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Thursday ](/products/thursday)[![Tinder logo](https://img.logo.dev/tinder.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Tinder ](/products/tinder)[![Once logo](https://img.logo.dev/name/Once?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Once ](/products/once)[![Boo logo](https://img.logo.dev/name/Boo?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Boo ](/products/boo)[![Hily logo](https://img.logo.dev/hily.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Hily ](/products/hily-app)[![Hinge logo](https://img.logo.dev/hinge.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Hinge ](/products/hinge)[![ChatGPT logo](https://img.logo.dev/name/ChatGPT?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)ChatGPT ](/products/chatgpt)[![HER logo](https://img.logo.dev/weareher.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)HER ](/products/her-app) ## 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Users Left in Limbo. ](/news/datingbuzz-denies-ai-generated-breach)[Regulatory Monitor](/news?category=regulatory-monitor)[Next Article → Hornet's Model Search: A Reality Show Gambit to Combat Swipe Fatigue ](/news/hornet-expands-model-search-queer-events)[Technology & AI Lab](/news?category=technology-ai) ## More in Financial & Investor [View all →](/news?category=financial-intelligence) [ Financial & Investor ![A smartphone displaying a dating app interface beside a laptop with financial charts showing Match Group performance.](https://images.pexels.com/photos/11216260/pexels-photo-11216260.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Tinder's Brand Crisis: Match Group's Revenue Dilemma Tinder's daily active users dropped 10% year-over-year whilst Hinge grew 17% in the same period 85% of Gen Z singles act… Wednesday 4th September · 1 min read Read → ](/news/tinder-struggles-users-shift-hinge)[ Financial & Investor ![A stressed young person holding a mobile smartphone displaying a dating application screen.](https://images.pexels.com/photos/10578919/pexels-photo-10578919.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Match Group's 5% Subscriber Drop: A Strategic Retreat in Disguise Match Group reported a 5% quarterly decline in paying subscribers to 14.2 million Internal testing showed nearly 90% of … Monday 27th July · 1 min read Read → ](/news/gen-z-shift-in-person-dating)[ Financial & Investor ![A smartphone user completing a detailed Hinge dating profile with written prompts and voice recordings.](https://images.pexels.com/photos/5083901/pexels-photo-5083901.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Hinge's 'Designed to be Deleted' Strategy: Marketing Genius or Growth Gamble? Hinge deliberately loses 20% of prospective users during onboarding through demanding profile requirements including wri… Tuesday 30th June · 1 min read Read → ](/news/hinge-intentional-dating-onboarding-difference)[ Financial & Investor ![A concerned young adult looking at a smartphone screen displaying a dating application interface.](https://images.pexels.com/photos/9473064/pexels-photo-9473064.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Gen Z's Dating App Disengagement: A Product or Profit Problem? 79% of US Gen Z respondents reported avoiding regular use of dating apps according to a 2023 Axios study Match Group rep… Tuesday 19th May · 1 min read Read → ](/news/hobby-interest-platforms-dating-tools-rise) ![](https://images.pexels.com/photos/11216260/pexels-photo-11216260.jpeg) Up next: [Tinder's Brand Crisis: Match Group's Revenue Dilemma](/news/tinder-struggles-users-shift-hinge) [](/news/tinder-struggles-users-shift-hinge) ![Dating Industry Insights](/assets/dii-logo-footer-B-hNTbau.webp) B2B intelligence for the online dating industry. 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