Tinder: ‘Chemistry’ AI to analyze private photos as Match Group seeks to halt subscriber decline
Match Group, the American owner of Tinder, has announced plans to roll out a new artificial intelligence feature called “Chemistry” as part of an effort to reverse a prolonged subscriber decline, the company said on an investor call.
According to Match Group, Tinder’s paid subscriber base fell by 7 percent in the third quarter of 2025 and has been declining for nine consecutive quarters. The new “Chemistry” feature is being positioned as a way to deliver more personalized matches by combining user answers to in-app questions with optional analysis of photos stored on a user’s phone that have not been publicly shared.
Match Group says the feature — currently being trialled in New Zealand and Australia — will use that information, with users’ permission, to infer interests and personality cues. For example, if the AI detects hiking photos, Tinder could surface potential matches who share an interest in outdoor activities. Match Group CEO Spenser Raskoff described the project as “a key pillar of the future Tinder experience for 2026.”
Company executives framed the move as a targeted product response to steady subscriber losses, aiming to increase relevance and engagement on the app. The approach reflects a broader industry trend toward leveraging AI to personalize dating recommendations, but it also raises important questions about how sensitive data is handled.
Privacy and data security concerns accompany the proposed functionality. Experts cited by The Telegraph warned that while the feature could produce more tailored matches, the user benefit may be limited and the risks around access to private photos and the security of that inferred data remain significant. Match Group says the photo analysis would occur only with explicit user permission and would be applied to images not previously shared on the platform.
Tinder’s pilot in select markets will be watched closely by competitors and privacy advocates alike as the company seeks to balance product innovation with user trust. Match Group has framed “Chemistry” as a strategic element for 2026, but its wider impact will depend on adoption, regulatory scrutiny and how transparently the feature is implemented.
