There are a lot of matchmaking companies, consultants, and apps in existence. In the last few years, many matchmaking apps have resorted to AI in order to improve their success rates. In practical terms, AI use in matchmaking implies a process very similar to what is known as Recommender Engines (or Recommender Systems) -- the machine-learnign algorithms behind Netflix, Facebook, Amazon, etc. who make predictions/recommendations based on past behaviour and patterns.

To illustrate what a bogus AI case is, we will construct a very simple fictional example. An online matchmaking agency -- which has been carefully observing the technological developments and the use of AI in their sector -- has identified a very good growth potential and an opportunity for grabbing market share. Unfortunately, the company lacks IT expertise and is not in a position to back financially the implementation of AI in their work. Determined not to miss the momentous market opportunity, the company announces that it is using AI for matchmaking in a complex and superbly effective manner. The company claims that any subscriber on their service will receive their best match within 24 hours. In fact, since there is no AI solution deployed, the company's dating consultants preform "manual match" and mislead their clients, who believe that they are receiving a match recommendation from a well informed and unbiased system which processes large amounts of information and provides effectiveness and efficiency superior to human consultants. The bogus is possible because the clients can only see the front-end and have no knowledge or access to the back-end processes