Tech Companies Add Human Touch to Digital Offerings

Match Group and DoorDash Add Human Input to Their Platforms

From Match Group (MTCH) to DoorDash (DASH), tech companies are embracing something they have been trying to move away from: providing customers with a bit of human interaction. This year has taught the world that sometimes algorithms can cause more harm than good.

Companies have faced pushback from both consumers and lawmakers. That was the case earlier this year with Meta Technologies’ (FB) Instagram. Internal research showed the social media platform’s algorithms were harming users, particularly teenage girls.

In response, some technology companies are trying to better balance digital interactions with human ones. They are hiring more workers, betting humans can sometimes provide better outcomes whether in delivering food or finding love.

Match Hires Matchmakers

Online dating service Match Group began testing a service in which human matchmakers choose two options for customers willing to pay $4.99 per week. The company has about 50 employees who are trained by dating coaches to select matches for paying customers. While the matchmakers rely on algorithms to find the pool of potential dates, the selections are enhanced by human intervention.

The service, which has been live since February, is popular with users who were part of the beta test. More than 30% have opted in. Match is rolling out the feature in the US now and plans to have it available for all North American members during the first quarter of 2022.

DoorDash Humanizes Delivery

DoorDash is another tech company adding a little human touch to its delivery platform. Last week the company announced it is hiring a group of workers in New York City to manage “15 minute or less” grocery deliveries. Not only will the employees deliver the food, but they will also stock orders, provide customer support, and perform administrative duties. Employees get paid an hourly wage, tips, and in some cases medical, dental, and vision benefits.

Match Group and DoorDash are just two examples of technology companies adding human touch to their digital offerings. Algorithms make life convenient but sometimes they aren’t an end-all, be-all option. Tech companies are waking up to that fact and now trying to find a balance.

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