Dating AI Isn't So Strange for Young Italians: The Disturbing Result of a Market Analysis

Artificial intelligence is taking on an increasingly significant role in daily life and in all its aspects, including in Italy. Among the many areas of personal life it involves, it seems to be affecting the emotional sphere as well. It's not just about chatbots or tools for enhancing productivity: today, a growing share of users employs AI-based systems to meet new people, manage romantic relationships, and even cope with separations and divorces.

According to an analysis conducted by the Business Intelligence Group (BIG), which cross-referenced international market data with a survey conducted on a representative sample of the Italian population, about one-third of singles are already using artificial intelligence to enhance their romantic prospects. This figure highlights a 333% increase compared to 2024, signaling a wider adoption of these tools.

Among the most common uses are creating ideal profiles for dating platforms and generating messages that can capture the attention of a potential partner. 40% of users seek AI assistance in writing personal profiles, while 41% use it to craft more effective phrases and conversations. Therefore, it’s not surprising that six out of ten people suspect they have received AI-generated messages without being aware of it.

However, what is surprising is not the use of AI in improving interpersonal relationships, but the interest in long-term relationships with a virtual partner. The greater inclination toward this type of human/machine relationship has been observed among those over 50, but it seems there is already a wide segment of very young individuals who would consider the idea of a stable relationship with a humanoid.

"Behind these numbers, there’s not just technology; there is a profound change in how we fall in love, fight, marry, and break up," commented Gianni Bientinesi, CEO of Business Intelligence Group. "The algorithm doesn’t think: you have to do that. It applies to marketing and even more so to feelings. AI isn’t inventing new emotions: it's compressing the time between impulse and action, between doubt and response, and it offers us a listener who does not judge, does not get tired, and never leaves. It’s convenient, and therein lies the risk. In the age of the algorithm, the real advantage isn’t to love faster, but to love better: and this no machine can do for us. A minimum level of human content remains—both in services and in relationships—that is non-negotiable."

50% of Italians aged 18 to 34 would consider an AI-based application to build a stable and long-term relationship. Some members of Generation Z even envision a future where an artificial partner could completely replace a traditional relationship.

Technology isn't limited to the conquest phase. Even within established couples, AI finds space in various activities. More than six out of ten respondents declare they look for information online before addressing a problem with their partner, while about one-third rely on digital tools for relationship advice. Gen Z and Millennials show a propensity up to three times higher compared to Baby Boomers.

Artificial intelligence is also involved in wedding planning. 54% of couples would use it at least occasionally for planning the event, while one in four would employ it regularly. Uses include guest management, preparing invitations, budget control, and drafting thank-you notes. 59% of respondents believe that within five years, AI will be able to handle writing the toasts and speeches for the couple.

However, the more delicate side of the issue cannot be overlooked. Nearly one-third of married people reported having sought advice from ChatGPT regarding legal aspects of marriage, from separation to divorce procedures. Simultaneously, the phenomenon of so-called "digital emotional infidelity" is taking shape, a relationship built through daily interactions with a virtual partner, characterized by affectionate messages, personal confessions, and a constant presence.

This scenario is made even more tangible by the prospects of the sector. The global market for applications dedicated to virtual "companionship" was worth about $14.1 billion in 2024, but it is expected to grow over tenfold by 2034, reaching a figure of $115.3 billion, with a compound annual growth rate of 26.8%.

In the meantime, some companies active in the Middle East are already working on the development of true humanoid robotic partners. Some sector companies estimate that the first robotic partner will be ready as early as 2035, accompanied by applications that will allow users to customize characteristics, behavior, and modes of interaction.

According to the authors of the study, this growth is not only driven by technological evolution but also reflects a profound change in the ways people interact and relate to one another. Artificial intelligence offers immediate responses and always available interlocutors, allowing for the bypassing of all the difficulties that may arise between two human beings. At the same time, it is important to broaden the debate on the use of AI, especially when it intervenes in a deeply human dimension, such as that of feelings.