Bumble Inc. (BMBL), the online dating platform, is preparing to test a new dating method built on AI. The platform is set to launch in beta this fall and will focus less on profile photos and more on psychology. The company says the new app will study user behavior, past relationships, and attachment styles to create matches that aim to be more lasting.
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The idea comes at a crucial time when many people are losing interest in swipe-based apps. Research shows that 79% of Gen Z users are dropping regular use of dating platforms, while 78% of matches stop after just three messages. At the same time, studies suggest that visual choices account for most swipe decisions but do not predict long-term success.
However, Bumble is not the only firm bringing AI into dating. Match Group (MTCH), which owns Tinder, is testing tools that select photos and guide messages. Still, Bumble says its new app will use a more advanced approach, combining AI with insights from psychologists to form matches. In the meantime, BMBL shares are down 24% year-to-date.
Pressure on Growth
These changes in user habits add pressure on Bumble’s business. The company reported that the number of paying users fell 8.7% year-over-year in the second quarter of 2025, to 3.8 million. Bumble also reported a GAAP net loss of $367 million in the second quarter.
What Comes Next
The new product will initially operate outside the main Bumble platform. It will run as a standalone service while the company tests user demand. Pricing details remain unclear, as Bumble has not said if it will use subscriptions or charge per match.
The company’s move reflects a broader push in the tech industry to integrate AI across consumer apps. For Bumble, it may also serve as a chance to shift focus from surface-level use to deeper engagement. If the model works, it could help the firm win back paying users and ease revenue pressure. For now, the launch highlights both the challenge and the opportunity in online dating. The test will reveal whether users prefer a smarter match system or if swipe fatigue is too ingrained to overcome.
Is Bumble Stock a Buy?
The consensus on the Street for Bumble is currently a Hold. The average BMBL stock price target is $6.77, implying a 9.72% upside from the current price.
