Automated Decision Making

Does Match use automated individual decision-making and profiling?

Automated individual decision-making and profiling happen behind the scenes and are invisible features at the heart of the services you know and love. They allow us to improve our services and we would not be able to offer you interesting profiles without them.

We use these features for a couple of reasons:

To help you connect with other users

We use the information you provide us with and the information we collect when you use Match or our features to feed our algorithm and recommend people who you might be interested in. Our team is always working to improve systems and algorithms so that your recommendations share your interests and passions. We use the same process to recommend you to other users.

For instance, when you decide to use our Mia AI matchmaker you can answer prompts that allow us  to know you on a deeper level. Mia, through generative AI technology, can then recommend people that better fit your interests and past experiences. 

Having something in common with someone means you've got a connection, and it's automated decision-making and profiling that help to make sure that every recommendation is a potential great connection. 

To show you advertisements and offers that might interest you

We use this personal information to show relevant and useful ads both within our field and outside of it and to measure their effectiveness. In addition to that we also use it to create personalized offers for you.

To promote safety

We use automated decision making and profiling as part of our moderation toolbox (to delete bots, for example) to ensure the safety of our users and to take quicker and more effective action against any illegal or unwanted behaviour. Those who engage in illegal or unwanted behavior on Match may suffer penalties that can go as far as the suspension or closure of their account, in tandem with other types of legal action.