Bumble is moving away from its swipe-first experience, according to CEO Whitney Wolfe Herd. The shift appears to point toward an AI-led dating model, building on Bumble’s work such as an AI dating assistant called Bee. Wolfe Herd has long argued that AI can be a “supercharger” for relationships, and this change suggests it’s becoming central to Bumble’s strategy.
Bumble says its paid user base fell 21% year over year, a sign that subscriptions are weakening even as the company prepares a planned overhaul later this year. CEO Whitney Wolfe Herd framed the shift as “deliberate,” suggesting Bumble is changing how it attracts or retains paying members before the next product phase rolls out.
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