Algorythmic Obsolescence in Dating Apps

Planned obsolescence refers to the deliberate design of products to have a limited lifespan, compelling consumers to purchase upgrades or replacements. This concept, well-documented in industries such as electronics (Thompson, 2017), is increasingly relevant in the context of dating apps. A notable case is Apple’s admission in 2017 that it deliberately slowed down older iPhone models, ostensibly to preserve battery life, but critics argued this pushed consumers towards buying newer models (Thompson, 2017).

In the pharmaceutical industry, there are allegations that companies might delay the release of more effective treatments to maximize profits from existing drugs. This practice can be seen in the context of “evergreening,” where companies make minor modifications to existing drugs to extend their patent life and maintain market exclusivity (Kapczynski et al., 2012). The controversy surrounding the drug Daraprim, where the price was drastically increased after being acquired by Turing Pharmaceuticals, highlights how market manipulation and profit motives can overshadow patient needs (Pollack, 2015).

Dating app companies might design matchmaking algorithms that, while initially effective, gradually decrease in performance over time. This could lead users to feel unsatisfied with their matches, prompting them to stay on the platform longer or switch to premium services for better results. Companies might intentionally design experiences that foster a cycle of dissatisfaction and hope. By giving users a taste of success followed by periods of less satisfying matches, they are more likely to remain engaged and continue seeking the “perfect” match. This method relies on the psychological concept of intermittent reinforcement, which is known to be a powerful motivator (Griffith, 2015).

Information Asymmetry in Dating Apps

You Could Be “Microtargeted”

Dating apps collect extensive data on user preferences and interactions. However, users often lack insight into how this data is used or shared. The controversy surrounding Grindr’s data-sharing practices highlighted significant privacy issues, as user information was sold to third-party advertisers or data brokers without clear user consent (Gibbs, 2018). The commodification of the personal data including sensitive information such as location, sexual fantasies or HIV status raises significant concerns (Cadwalladr & Graham-Harrison, 2018)

Behavioural Manipulation

By analysing extensive data, companies can manipulate user behavior to increase engagement and spending. For example, an app might use data to predict when a user is likely to be feeling lonely or vulnerable, and then target them with ads for premium features or suggest matches designed to elicit emotional responses. The algorithms that power dating apps play a crucial role in determining user experiences. However, the lack of transparency about how these algorithms function can lead to information asymmetry. Users may not be aware of the criteria used to rank or present potential matches, leading to perceptions of unfairness as studies have shown that algorithms can perpetuate racial biases, impacting the diversity of matches users see (Hutson et al., 2018).

The Future of Dating in 2040

Looking ahead to 2040, the online dating landscape is likely to be shaped by continued technological innovation, shifting cultural attitudes, and evolving business practices.

Possible Future: Enhanced Personalisation

As AI and ML technologies advance, dating apps will likely offer even more personalised experiences. Enhanced algorithms could predict compatibility with greater accuracy, using data from various aspects of users’ lives, including social media activity, interests, and behavioural patterns. This level of personalisation could make online dating more effective, reducing the time and effort required in the traditional means of finding a match.

Probable Future: Ethical and Regulatory Challenges

The increasing reliance on data and AI in dating apps will raise regulatory challenges. Issues related to data privacy, algorithmic transparency, and user consent will become more prominent. Governments and regulatory bodies may introduce stricter guidelines to protect users and ensure fair practices within the industry (Floridi, 2019).

Preferable Future: No One Left Behind

A preferable future for online dating would see platforms that are inclusive, equitable, and respectful of user privacy. This vision includes dating apps that actively combat biases, promote diversity, and provide safe spaces for all users. After all, online dating services would never want their customers to find the perfect much. A dating app is set up to run for the marketability of hookups. They want you to fail, and come back to their “services”.

Conclusion

The prevalence of planned obsolescence and data mining are evident in the dating app industry, much like in other sectors. The accumulated data on people including sensitive information can be used to build a psychological profile on each individual; a great amount of data on people might have already been exploited. Will the advanced AI algorithm bring about the grossly sophisticated marketing tool which targets you as a personality? The disclosure of the data usage will be crucial in building user trust and ensuring data integrity. As we approach 2040, the evolution of dating platforms will be influenced by technological advancements, regulatory frameworks, and societal expectations. By addressing the ethical and practical challenges associated with these practices, matchmakers can move towards a future that prioritises user well-being and equitable access to digital dating services.

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