Tinder Partners with Brand.AI to Evolve with Gen Z and Innovate with AI

Tinder, the millennial-founded dating app, has begun to tap into AI on a wider scale to win over Gen-Z audiences. Tinder’s Senior VP of Global Marketing, Stephanie Danzi, appeared at ADWEEK’s Brandweek event to discuss how the platform was going to draw on AI to improve both its brand narrative and overall functionality.

To stay relevant, Tinder is investing in three key marketing strategies. First, 70% of its budget is allocated to proven channels that reliably engage its audience. Another 20% is dedicated to “safe” experiments, like recent collaborations with brands such as Elf Cosmetics. The remaining 10% goes to “moonshot” ideas, experimenting with emerging technologies like AI.

AI is central to these efforts. Partnering with Brand.AI, Tinder uses the platform to expand its creative options, but also not entirely replace the human element. The AI platform is also going to be core in Tinder’s overall rebranding – not a name change, but a narrative change, with the aim of switching from being seen as just a casual dating app to offering broader social options and possibilities.

Tinder clearly wants to expand its focus and broaden its perception by its audience, and is willing to experiment to make that happen. Only time will tell if AI ends up being the solution.