At its investor day last week, executives from Match Group — the parent company of Match.com, Tinder, Hinge, OkCupid, Our Time and more — teased plans to use AI to improve user experiences and help make better connections.

Justin McLeod, CEO of Hinge, outlined how the company intends to fully embrace AI next year: more personalized matching, smarter algorithms that adapt to users and better understand them over time and AI coaching for struggling daters.

“While AI is not going to be a panacea when it comes to the very deeply and personal problem of love, I can tell you that it is going to transform the dating app experience, taking it from a do-it-yourself platform to an expertly guided journey that leads to far better outcomes and much better value to our daters,” he told investors.

Although machine learning has been quietly working behind the scenes in dating apps for years — most notably as the force behind match-recommendation engines — advanced AI could elevate matchmaking by making it more effective and creative.

It’s already starting to play a bigger role. Tinder, for example, uses AI to help users select their best profile photos. Meanwhile, Bumble’s recently enhanced “For You” roundup uses advanced AI when delivering its daily set of four curated profiles based on a user’s preferences and past matches.