--- title: "Hily's AI Stats: Trust Crisis Looms" description: "82% of Gen Z and Millennials use AI in dating, says Hily. Is authenticity in dating apps now obsolete?" lang: en-GB json-ld: | [ [ { "@context": "https://schema.org", "@type": "NewsArticle", "headline": "Hily's AI Adoption Stats: A Trust Crisis in the Making?", "description": "82% of Gen Z and Millennials use AI in dating, says Hily. Is authenticity in dating apps now obsolete?", "abstract": "82% of Gen Z and Millennials use AI in dating, says Hily. Is authenticity in dating apps now obsolete?", "image": [ "https://images.pexels.com/photos/11216260/pexels-photo-11216260.jpeg?auto=compress&cs=tinysrgb&w=1200&h=630&fit=crop&fm=jpg&q=75&dpr=1" ], "datePublished": "2025-08-12T00:00:00+00:00", "dateModified": "2025-08-12T00:00:00+00:00", "inLanguage": "en-GB", "isAccessibleForFree": true, "wordCount": 1104, "articleSection": "Data & Analytics", "keywords": [ "Gen Z", "Online Safety", "AI & Machine Learning", "Trust & Safety", "Romance Fraud" ], "author": { "@type": "Person", "name": "DII Data Team", "url": "https://www.datingindustryinsights.com/author/data-analytics", "jobTitle": "Data & Analytics Desk", "description": "The DII Data Team maintains the publication's trackers, market data and analytical reference hubs for the online dating industry.", "knowsAbout": [ "Online dating industry", "Dating app business models", "Match Group", "Dating industry regulation" ], "sameAs": [], "worksFor": { "@type": "Organization", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/" } }, "publisher": { "@type": "Organization", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/", "logo": { "@type": "ImageObject", "url": "https://www.datingindustryinsights.com/images/am-rebrand-logo.jpg" }, "parentOrganization": { "@type": "Organization", "name": "High Intent Media Inc", "url": "https://www.highintentmediagroup.com" } }, "mainEntityOfPage": { "@type": "WebPage", "@id": "https://www.datingindustryinsights.com/news/hily-report-reveals-extensive-ai-use" }, "isPartOf": { "@type": "WebSite", "name": "Dating Industry Insights", "url": "https://www.datingindustryinsights.com/" }, "speakable": { "@type": "SpeakableSpecification", "cssSelector": [ "article h1", "article .article-body > p:first-of-type" ] }, "alternativeHeadline": "According to a Hily survey of 1,500 users, 82% of American Gen Z and Millennial daters currently use artificial intelligence tools in their dating lives.", "mainEntity": { "@type": "ItemList", "name": "Key points", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "According to a Hily survey of 1,500 users, 82% of American Gen Z and Millennial daters currently use artificial intelligence tools in their dating lives." }, { "@type": "ListItem", "position": 2, "name": "Hily reported that 61% of surveyed users deploy artificial intelligence to write opening messages, while 52% use it for profile optimisation." }, { "@type": "ListItem", "position": 3, "name": "Match Group recorded a 6% year-on-year decline in average subscribers in Q4 2024 as trust concerns regarding profile authenticity increased across mainstream dating platforms." }, { "@type": "ListItem", "position": 4, "name": "Research from dating app Hily revealed that 95% of users who have tried artificial intelligence dating features continue using them regularly." } ] }, "backstory": "Mainstream dating operators risk accelerating user churn if permissiveness towards synthetic profiles destroys user trust in finding authentic human matches. 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Is authenticity in dating apps now obsolete?", "abstract": "82% of Gen Z and Millennials use AI in dating, says Hily. 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[Home](/) 3. [News](/news) 5. [Data & Analytics](/news) 7. Hily's AI Adoption Stats: A Trust Crisis in the Making? ![A person using a smartphone displaying an online dating app profile with artificial intelligence assistance overlays.](https://images.pexels.com/photos/11216260/pexels-photo-11216260.jpeg?auto=compress&cs=tinysrgb&w=1200&h=220&fit=crop&fm=webp&q=50&dpr=1) A person using a smartphone displaying an online dating app profile with artificial intelligence assistance overlays. [Data & Analytics](/news?category=data-analytics) # Hily's AI Adoption Stats: A Trust Crisis in the Making? By [DII Data Team](/author/data-analytics)· August 12, 2025· 6 min read [](https://x.com/intent/post?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fhily-report-reveals-extensive-ai-use&text=Hily's%20AI%20Adoption%20Stats%3A%20A%20Trust%20Crisis%20in%20the%20Making%3F)[](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fhily-report-reveals-extensive-ai-use)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fhily-report-reveals-extensive-ai-use) A A ## Key Points - • According to a Hily survey of 1,500 users, 82% of American Gen Z and Millennial daters currently use artificial intelligence tools in their dating lives. - • Hily reported that 61% of surveyed users deploy artificial intelligence to write opening messages, while 52% use it for profile optimisation. - • Match Group recorded a 6% year-on-year decline in average subscribers in Q4 2024 as trust concerns regarding profile authenticity increased across mainstream dating platforms. - • Research from dating app Hily revealed that 95% of users who have tried artificial intelligence dating features continue using them regularly. AI assistance in dating has vaulted from early adoption to mainstream behaviour with startling speed, and the implications for platform operators are profound. When four in five young daters are using artificial intelligence to write messages, optimise profiles, and generate conversation topics, the industry's fundamental promise of authentic human connection faces an existential challenge. Dating apps now confront an uncomfortable reality: the technology they're integrating to boost engagement may be accelerating the trust collapse already eroding their business models. The research, published by dating app Hily, surveyed 1,500 users and found adoption rates far higher than most industry observers expected. The 95% retention rate among those who've tried AI tools suggests this isn't a passing experiment but a permanent shift in dating behaviour. Whether that shift represents empowerment or an arms race depends largely on who you ask—and what they're selling. ## The Arms Race Nobody Admits To ![Person using smartphone for online dating](https://images.pexels.com/photos/1092644/pexels-photo-1092644.jpeg) Person using smartphone for online dating Hily positions its findings as evidence that AI can enhance rather than undermine authenticity, claiming users deploy these tools primarily for 'refining communication' and 'boosting confidence'. But when half your potential matches are using AI to write their messages, not using it yourself becomes a competitive disadvantage. The company frames this as empowerment—'overcoming the blank page syndrome' and 'presenting their best selves'—but it could equally be described as rational adaptation to a changed environment where unassisted communication reads as low-effort. ### 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. The research documents AI usage across the full dating funnel: 61% for crafting opening messages, 52% for profile optimisation, 47% for generating conversation topics, and 35% for photo enhancement. These aren't marginal use cases. They're core dating behaviours that platforms previously assumed were authentically human. > When nearly everyone is AI-assisted, what does authenticity mean anymore? Dating apps have spent years trying to solve the authenticity problem through verification badges, photo requirements, and prompt-based profiles designed to surface personality. That entire effort assumed the person behind the profile was actually writing their own words. If Hily's numbers reflect reality across the broader market—and Match Group, [Bumble](/news/bumble-lawsuit-over-preventable-data-breach), and others are all integrating similar AI features—that assumption no longer holds. ## The Methodology Problem ![Data analysis and research methodology](https://images.pexels.com/photos/89955/pexels-photo-89955.jpeg) Data analysis and research methodology Hily hasn't disclosed the methodology behind these figures beyond confirming the 1,500-person sample. How 'using AI for online dating' was defined matters enormously. Does running a message through ChatGPT count the same as using Hily's in-app AI coach? What about basic autocorrect or predictive text? The company also hasn't specified whether the sample was drawn from Hily's own user base or represented a broader cross-section of dating app users. If the former, the research is essentially documenting adoption of features Hily has been actively promoting to its own members—hardly surprising, and not necessarily indicative of industry-wide behaviour. None of the major platforms have published comparable adoption data, which makes Hily's figures impossible to verify or contextualise against competitive benchmarks. Bumble's introduction of AI-powered 'Opening Moves' suggestions and Match's investment in conversational AI suggest the major platforms see similar demand. But without transparent methodology or independent verification, these numbers should be read as market positioning rather than neutral research. ## Platform Incentives Versus User Interests Dating apps have clear financial incentives to normalise AI usage. AI features can be monetised as premium add-ons, reduce the friction that causes early churn, and generate engagement data that improves matching algorithms. Hily offers an AI-powered 'dating coach' as a core feature, making this research a convenient proof point for the product strategy the company has already committed to. > If most people are using AI to write their messages, optimise their photos, and generate conversation topics, then the AI-assisted version is the authentic representation of how people date now. Hily's Head of Marketing, Alex Pasykov, describes AI as 'amplifying' rather than replacing authenticity, a framing that conveniently elides the question of where amplification ends and fabrication begins. Trust and safety teams at dating platforms are already stretched managing photo fraud, [catfishing](/glossary/catfishing), and romance scams. Adding AI-generated text and enhanced images to that mix doesn't reduce the verification burden—it multiplies it. Platforms will need to decide whether to detect and flag AI-generated content, embrace it as a product feature, or simply ignore it and hope users don't care. None of those options are cost-free, and most operators are choosing permissiveness over restriction because restriction is both technically difficult and commercially unappealing. ## The Trust Collapse Accelerates ![Couple meeting in person after online dating](https://images.pexels.com/photos/5444631/pexels-photo-5444631.jpeg) Couple meeting in person after online dating Regulatory frameworks like the EU's Digital Services Act require platforms to be transparent about algorithmic systems, but they don't address AI-generated user content in social contexts. The UK's Online Safety Act focuses on harmful content and verification, not synthetic text in dating profiles. Operators are largely on their own to set policies, and the vacuum is showing. Competitors who've resisted AI integration—dating apps positioning themselves on rawness, spontaneity, or anti-swipe mechanics—may find their value proposition accidentally validated. If the mainstream market becomes visibly AI-saturated, a segment of users will actively seek alternatives that guarantee human-only interaction. That creates an opening for challenger brands, assuming they can credibly verify what they promise. The broader risk is that widespread AI usage accelerates the trust collapse already eroding dating app engagement. Match Group disclosed a 6% year-on-year decline in average subscribers in Q4 2024, and Bumble's paying user count has been essentially flat. If members increasingly suspect they're talking to AI-enhanced versions of people—or can't tell the difference—the entire value proposition of 'meeting real people' starts to dissolve. Hily's research may be self-interested, but it's documenting something real: a massive, rapid behavioural shift that most platforms aren't prepared for. Whether that shift represents progress or problem depends on whether operators can articulate a coherent answer to what they're actually selling anymore—and [academics warn that AI in dating apps poses a threat to authentic intimacy](https://www.bbc.co.uk/news/articles/cvg110ndd8eo), suggesting they haven't yet. ## Key Takeaways - • Mainstream dating operators risk accelerating user churn if permissiveness towards synthetic profiles destroys user trust in finding authentic human matches. - • Existing trust and safety infrastructure designed for catfishing cannot adequately scale to detect AI-generated text and artificially enhanced profile photos across major dating platforms. - • A commercial opportunity exists for challenger dating applications that can credibly guarantee human-only interaction as mainstream apps become saturated with artificial intelligence. ## Frequently Asked Questions ### How many Gen Z singles use AI dating tools? ### What are the main reasons people use AI on dating apps? ### How did Match Group subscriber numbers change in Q4 2024? Cite this article [Gen Z](/tag/gen-z)[Online Safety](/tag/online-safety)[AI & Machine Learning](/tag/ai-machine-learning)[Trust & Safety](/tag/trust-safety)[Romance Fraud](/tag/romance-fraud) D [DII Data Team](/author/data-analytics) Data & Analytics Desk The DII Data Team maintains the publication's trackers, market data and analytical reference hubs for the online dating industry. [More articles by DII Data Team](/author/data-analytics) ### In this article - [The Arms Race Nobody Admits To](#section-0-the-arms-race-nobody-admits-to) - [The Methodology Problem](#section-1-the-methodology-problem) - [Platform Incentives Versus User Interests](#section-2-platform-incentives-versus-user-interests) - [The Trust Collapse Accelerates](#section-3-the-trust-collapse-accelerates) ### Mentioned in This Article Companies [![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)[![Bumble logo](https://img.logo.dev/bumble.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Bumble Dating Platform BMBL $4.87 ▲+3.40% ](/companies/bumble) Products [![Hily logo](https://img.logo.dev/hily.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Hily ](/products/hily-app) ## Trending in Dating Tech 1. 1 [![Corporate executives analyzing financial spreadsheets during a cross-border dating app acquisition meeting.](https://images.pexels.com/photos/14970196/pexels-photo-14970196.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/hello-group-15-years-coffee-portfolio) [Hello Group Quietly Adds Coffee Meets Bagel. 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