MATCH LAUNCHES TOOLKIT TO MAKE MODERN DATING EASIER

Match, the global leader in dating services, is launching a toolkit designed to make sure singles have a seamless experience when looking to start new relationships in 2018.  So far, two new tools have been released, with further innovations promised in the coming months. The first tool is Lara, a virtual dating coach which uses artificial intelligence and natural language understanding to offer advice, and secondly, music on profiles, designed to be used as an icebreaker so members can share their favourite music to start a conversation.

Earlier this year, Match unveiled Lara, the first dating bot for Facebook Messenger in the UK.  Lara guides members through the registration process and has led to a 30 per cent increase in registrations across Europe since launch.  Lara is now able to act as a virtual coach, giving daters advice on their personal profile and suggesting potential matches.  A combination of the latest artificial intelligence, voice recognition and machine learning technology, enables Lara to understand and respond to conversations either through chat or speech.  She continues to improve her vocabulary, understanding and recommendations by learning from every interaction between members using Match services.

Once Lara has identified a potential match, the new music feature is the ideal way to make the first move.  Recent research found that 81 per cent of singles agree that sharing the same musical taste with a date is an attractive quality[1]. This feature is a music sharing service that enables users to compare their favourite songs, convey how they are feeling or share a humorous choice of music to start the chat, essentially providing a platform to flirt through music.

Abbie Oguntade, Vice President of Northern Europe, Match Group, says: “Online dating has revolutionised relationships and it is the largest single way people meet in the UK today. We recognise that modern lives are complicated and making the first move isn’t easy.  These new products are designed to give singles a better experience and make it easier to find compatible, quality partners. We want to get back to basics, encouraging members to look beyond a profile picture and get to know the little details and personal interests which can make a lasting connection.  Our new toolkit provides a helping hand with tricky tasks like creating a profile, finding the right match and starting the first conversation.”

The development of the toolkit will continue throughout the year, with new location-based services planned. To tie in with the launch of the toolkit, the Match Group has unveiled a new advertising campaign, Little Details, Great Stories, illustrating that often smaller shared interests and experiences are more important to build a connection, and can lead to better dates. The advert, which was first aired in the UK on Boxing Day (26th December), can be viewed here and here.

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Brands2Life0
20 7592 1200
matchcorporate@brands2life.com
dani.marks@brands2life.com

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