Deepfakes Drive UK Dating App Mistrust for 84% of Singles

AI-generated content, including deepfakes and synthetic profiles, is significantly undermining confidence in UK dating apps. A survey of 2,000 UK dating app users, commissioned by identity verification firm Sumsub, reveals sharp rises in mistrust and behavioral shifts.84% of respondents now say AI content has made it harder to trust matches or date successfully – up from 64% in 2025. This growing skepticism stems from easier access to consumer AI tools that produce realistic text, images, and videos at low cost, fueling higher-quality catfishing, romance scams, and manipulation.

Direct impacts include 30% reporting negative experiences from receiving AI-generated content, while 61% have been deceived by fake profiles themselves or know someone who has. Deepfake concerns are widespread: 81% worry they will become more common, and 28% lack confidence in spotting AI-manipulated profiles.

The dating sector remains high-risk for fraud. Sumsub’s Identity Fraud Report 2025–2026 ranks it joint-top with online media at 6.35% fraud rate (based on millions of attempts), with romance scams costing UK victims over £100 million annually. Scammers exploit AI for convincing personas, making moderation and user detection less effective.

Paradoxically, AI adoption is rising as a coping tool. 32% use tools like ChatGPT for message coaching or writing, and 36% have turned to AI companions instead of human-led apps – indicating a retreat from traditional platforms amid eroded trust.

Attitudes toward AI in self-presentation are mixed. 54% are open to or already use AI for editing/creating profile images, and 60% believe some alterations should be allowed. However, 42% have zero tolerance for any changes, highlighting fragmented norms that challenge app policies on misleading content. Broader concerns include 73% believing AI tools risk normalizing objectification (e.g., of women), and 81% saying platforms should share responsibility for fraud and malicious content alongside authorities.

67% of users take matters into their own hands to verify the identity of their matches, whether that’s through looking at their photos on other platforms or arranging video calls – meaning that even if AI becomes more commonplace on apps, more and more users are willing to place the burden of identity verification on themselves.