Bumble Reveals How AI Integration Transformed Its Research and Engagement

For dating app Bumble, the pressure to deliver fast results had pushed its insights team to the sidelines. “We were being cut out of the conversation because we couldn’t meet the expected timelines,” research director Dylan Brownsword told the Market Research Society’s Annual Conference.

The solution? Integrating new technology into the research process. By adopting AI tools, Bumble sped up data analysis and reporting, allowing the team to deliver insights at the pace the business needed. That shift put research back at the center of decision‑making.

Brownsword’s message to the industry: instead of fearing the change, embrace it. For Bumble, AI didn’t replace human judgment—it cleared the bottleneck, letting researchers focus on what really matters.

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