FAST COMPANY – Hinge's founder and CEO, Justin McLeod, discusses the state of dating in 2024 and the transformative potential of an AI dating coach. Unlike other apps focusing on engagement and retention, Hinge prioritizes getting users on good dates. This approach led to innovations like rich profiles, interactive prompts, and meaningful comments. McLeod acknowledges that dating apps don't work for everyone. Many users struggle to progress from matches to relationships. AI can act as a personalized dating coach, helping users improve their profiles, select better photos, and write effective prompts, especially benefiting those less adept at online dating. Hinge's marketing strategy focuses on being genuinely helpful rather than provocative. They deliver practical advice through data reports and campaigns tailored to specific communities, such as the queer audience.
