Max Schrems’ privacy organisation Noyb lodged a formal complaint with Austrian authorities against dating app Bumble, alleging unlawful processing of personal data through its “AI Icebreaker” feature, Euractiv reported.
The tool, launched in late 2023 for Bumble’s friendship platform, uses generative AI to create opening messages for users based on their public profiles, including age, occupation, and location.
Noyb contends Bumble fails to adequately disclose how personal information is handled, particularly its reliance on OpenAI to power the feature. The complaint further challenges the legality of Bumble’s consent mechanism, describing a pop-up prompt nudging users to click “okay” as a “fake” consent banner.
The AI Icebreakers were introduced without ever asking people for their consent.
Bumble’s privacy policy references “legitimate interest” for testing new technologies but omits specifics about AI data processing. Lisa Steinfeld, Data Protection Lawyer at Noyb, condemned the approach.
The dating app seems to be so desperate to get in on the AI hype that it is trampling on users’ fundamental rights.
European regulators remain divided on applying the General Data Protection Regulation (GDPR) to generative AI. While December guidance from the European Data Protection Board emphasised balancing user rights, Noyb argues Bumble’s claimed “legitimate interest” basis is “absurd” for commercial AI features.
The complaint underscores ongoing tension between innovation and privacy, as companies deploy AI tools without clear regulatory frameworks. The case marks Schrems’ latest strategic challenge to tech data practices, following landmark rulings against Meta and Google.
Austrian authorities now face pressure to clarify whether AI-driven personalisation requires explicit consent, a decision that could reshape dating apps’ use of emerging technologies.
