The online dating industry has become quite disruptive as the market giant, Tinder integrates artificial intelligence (machine learning) into its features to provide a more personalized experience to the users.
Gamified online dating app
Tinder has gamified online dating by collecting data about its users through its rapid account setup by linking up to other social media accounts (Instagram, Facebook, Spotify and, Snapchat) to create instant gratification amongst its users. Although Tinder is estimated to be worth $10 billion and processing more than $1 billion swipes per day, uncertainties relating to safeguarding the user’s personal information have weakened the company.
However, improvements have been made by introducing the photo verification feature that helps to develop trust between the users and the brand. Analysing the market and then targeting the users has enabled Tinder to be the world’s largest online dating company by revenue and market capitalization.
Comprehending User’s Experience
Tinder should continue to predict, observe, and understand the user’s behavior with the help of artificial intelligence while protecting them against fraudulent activities to maintain its strong brand image.
Artificial Intelligence is a disruptive technology with independent learning capabilities which, when incorporated in online platforms, intensifies the service’s brand loyalty by offering elaborative means for real-time meta-data analysis.
This specifically aims at enhancing the user’s experience by governing the platform activity and content to fuel further development and bear economic value.
The platform owners prepare the desired denouement such as increased and recurrent user activity or conversion to paid services. It sets out the available parameters for the algorithms to maximize the outcome by analyzing the patterns within the user data.
In that sense, the service organization’s development is a virtuous circle of big data – more data provides better services, and better services yield to more data, and with it more income. Therefore, artificial intelligence relates to the ability to understand, read, and respond to people’s emotions which allows the businesses to offer a more personalized customer experience.
With an estimation of 50 million users worldwide in more than 190 countries and over 30 billion matches to date, Tinder has become one of the popular dating mobile applications. It promotes itself as a social discovery platform that “empowers users around the world to create new connections which otherwise might never have been possible.”
This commercial platform which is currently restricted to mobile devices consists of features that are drawn upon algorithm filtering. Since Tinder is residing in a large media company, it started its service without a clear revenue stream as its main aim was to gain user mass. Tinder is a free premium app that provides core operations to the non-paying users while the premium attributes are available through subscriptions or micropayments.
Key To Success
The key is to provide users with more realistic opportunities. To keep the customer experience in check, Tinder’s governing algorithm observes and intervenes in its outcome.
Predominantly in its free service, it is essential to keep the users committed so that they do not abandon the service too quickly but at the same time not too satisfied that they would shift to pay for the services. Tinder’s underlying algorithm dynamically alternates between encouraging the users and restricting them as too few matches might frustrate the users and too many matches can burn out a potentially lasting relationship.
Enhancement in Brand Loyalty
This is how artificial intelligence is incorporated in the company’s services that leads to the development of brand loyalty by enhancing trust in each other’s authenticity. Being AI-powered, Tinder has consistently fuelled both excitement and trepidation amongst its users by doing an in-depth analysis of the customer’s behavior thus, making the entire process more empathetic and human. In this world of technology, people are in constant communication with each other through apps and social media, therefore, extending this empathetic observation at the internet scale.
This report provides a deeper understanding of how Tinder’s brand loyalty has been affected by artificial intelligence.
The main objective of this study is to identify how the service has led to the development of memorable moments by making use of the customer experience model and the psychological impact of the users towards service pricing.
Driving a majority of digital media consumption, focussing on the financial potential of marketing its service, providing specialized opportunities for market expansion by supporting the customers, strengthening the value-creation process to enhance customer loyalty and collaborating within and between the service systems has been the strategy of Tinder mobile application industry.
By acquiring a proactive approach to this strategy, Tinder has become one of the most disruptive mobile apps in the online dating industry by becoming more and more reliant on the internet of things and permitting the level satisfaction that customers, and particularly younger consumers demand today. Considering the growth of mobile phone penetration, Tinder has generated new business for online dating creating tremendous competition for traditional dating platforms.
Being an ambitious company, its heavy dependence on mobile devices hopes of seizing on-the-go customers who are above 18 years and their brand loyalty, both for today’s and tomorrow’s existence. With nearly 1.6 billion swipes a day, Tinder has ‘swiped’ to success by developing a skillful and well-timed strategy that has now caused it to be a trendsetter.
Therefore, AI’s integration into Tinder is increasingly underpinning a vast array of customer-brand interactions exerting influence through cognitive and affectionate perceptions towards brand competence and brand warmth. Although AI has enhanced the entire service to become more personalized and improve the user-user interactions, there are challenges faced by the customer that may affect brand loyalty.
Disadvantages of AI
The previously mentioned explicit parts of the incorporation of AI and post-match offerings into Tinder’s business are chosen with the end goal of brevity. This article featured the importance of the fifth generation in driving Tinder’s customer journey by boosting content performance, understanding its target audience, and personalizing its content for the users through the customer experience model. Increase in the customer expectations and competitive intensity, the success lies not only in providing the services but also developing new approaches by understanding the outcome and process aspects of service.
Thus, estimated to be worth $10 billion, analyzing data and developing insights from aggregated data is a foundational step in strategic planning that Tinder has deployed which has a positive effect on its brand loyalty.