How Hinge Reinvents Dating for Gen Z with AI and Inclusion

Dating apps have recently faced criticism due to behaviors like ghosting and a perceived lack of meaningful connections, despite large urban user bases. Many apps now require payment, adding to user frustration. At SXSW London, Jackie Jantos, Hinge’s CMO and president, discussed how the company is reshaping its approach to appeal to Gen Z, a generation that values transparency, authenticity, and inclusivity in digital experiences.

Gen Z spends less time in person than previous generations and expects brands to reflect diversity and inclusion at their core. Jantos emphasized that without these values, products and marketing efforts will fail to engage this audience meaningfully. This insight is crucial as dating apps compete for attention in a crowded market.

The dating app landscape is shifting. While Tinder and Bumble have experienced slowed growth, Hinge is showing resilience, with increased direct revenue and strong downloads in English-speaking and Western European markets, according to Match Group’s Q1 2025 report. This success is partly due to innovative features and a focus on quality interactions.

To combat the tendency of users to 'collect chats' without meaningful engagement, Hinge has introduced a chat quota, encouraging users to close conversations they’re not interested in. This nudges users to focus on fewer, higher-quality interactions that can lead to dates.

Hinge is also experimenting with AI-driven coaching features that help users build better profiles and improve their chances of making meaningful connections. The app’s new AI recommender, launched in March, has already increased matches and contact exchanges by 15%, highlighting the power of AI to enhance matchmaking.

Upcoming features like Warm Introductions aim to highlight shared interests between users, improving match quality and encouraging deeper profile exploration. Additionally, Hinge plans to bolster safety features through AI, continuously refining tools to support users throughout their dating journey.

Beyond technology, Hinge is addressing the loneliness epidemic among Gen Z by investing $1 million through its One More Hour fund to support organizations that promote in-person connections. Recognizing barriers like cost and safety concerns, Hinge aims to lower these hurdles to encourage real-world socializing, which in turn enhances users’ comfort with dating in person.

To meet Gen Z where they are, Hinge hosts events and incorporates creators such as writers into its advertising campaigns. It has also launched a Zine and success story campaigns to inspire users to pursue meaningful relationships on the app. This multi-faceted approach combines technology, community-building, and authentic storytelling to revitalize the dating experience.

In a world where digital fatigue and superficial connections are common, Hinge’s strategy highlights how thoughtful product design, powered by AI and grounded in inclusivity, can create meaningful social experiences. For developers and marketers, this case underscores the importance of aligning technology with genuine human needs and cultural values.