Love and science might seem like an odd couple, but recent advances in technology are bringing them closer together. From artificial intelligence (AI) playing digital Cupid to neuroscientists mapping how love affects our brains and bodies, the “science of love” is an emerging field. Innovative startups and researchers worldwide – including some in Ireland – are pushing the boundaries of how we find and understand love.
Given the day that is in it, in this article I explore some of the cutting-edge developments from the past couple of years in AI-driven matchmaking, health tech for relationships, and even biotech approaches to attraction. We’ll also look at how Irish companies innovating in this space can qualify for R&D Tax Credits, potentially reaping financial benefits for their romance-focused R&D efforts.
AI-Powered Matchmaking: Love in the Time of Algorithms
Online dating has evolved far beyond simple swipes and basic match algorithms. Today’s dating apps increasingly leverage artificial intelligence (AI) and machine learning to improve the matchmaking process.
For example, in 2024 Tinder unveiled a “Photo Selector” tool that uses AI to help users choose their best profile pictures, aiming to boost authenticity and match success. This AI feature curates a selection of a user’s photos and even analyzes which images might appeal most to others – taking some guesswork out of presenting oneself online.
AI isn’t just matching people, it is also helping them communicate. New AI dating assistants can generate ice-breaker messages or suggest date ideas. One popular app, for instance, uses GPT-4 technology to analyze your chat conversations and recommend witty or thoughtful replies in real time – essentially an AI wingman.
Wearable Tech and Health Innovations for Relationships
Beyond AI, another frontier in the science of love involves wearable technology and health tech designed to support relationships. Gadgets are not only tracking steps and heart rates, they’re starting to track our emotional well-being and social connections too.
One trend is gadgets that help long-distance couples feel closer. For instance, there are now smart rings and bracelets that sync with each other – if one person taps their ring, the partner’s ring vibrates, mimicking a “touch” across continents. Some even transmit your heartbeat. A set of “couple rings” on the market lets partners feel each other’s touch and pulse in real-time via synced vibrations, so you can literally send love taps from afar.
Similarly, smartwatches (like newer Apple Watch models) allow users to share their live heartbeat or send gentle taps to a partner’s wrist, creating a private language of connection. And if touch isn’t enough, virtual reality is stepping in: VR headsets enable shared experiences such as virtual date nights. Couples separated by distance can put on VR and watch movies together or explore virtual environments side by side, feeling almost present with each other in a digital space
Wearable tech is also being studied for how it can monitor and improve relationship health. Researchers are experimenting with using everyday health trackers to gauge emotional dynamics between partners. In 2024, a study explored the feasibility of using commercial wearables to monitor couples’ interactions and stress levels in real life by tracking indicators like heart rate, activity, and possibly tone of voice, the goal is to see if devices can detect moments of tension or support between partners. Interestingly, they found evidence of heart rate linkage – partners’ heart rates synchronizing during emotional moments.
Biotech and the Chemistry of Attraction
What about the biology behind love? In recent years, scientists and entrepreneurs have been eager to tap into the biochemical and genetic aspects of attraction – essentially, hacking the chemistry of love. This has given rise to some eye-opening biotech applications related to romance.
One such idea is DNA-based matchmaking. The concept is straight out of science fiction: send in a cheek swab and find your genetically compatible soul mate. A few startups have indeed pursued this. For example, a Canadian company called DNA Romance uses customers’ genetic markers (specifically genes in the immune system, like HLA genes) to predict romantic chemistry.The science behind it stems from research suggesting people might subconsciously be attracted to partners with certain genetic differences (thought to be linked to pheromones and immune system compatibility). DNA Romance and similar services (like the now-defunct Pheramor in the US) claim to analyze your DNA for markers that could indicate a strong biological attraction or even better reproductive compatibility
Another biological avenue is exploring hormones and pheromones – the chemical messengers of love. The so-called “love hormone” oxytocin, for instance, has been studied extensively for its role in bonding and trust. Tech applications are emerging in this area too. Some companies have experimented with oxytocin sprays or diffusers intended to increase feelings of affection or reduce social anxiety. And while human pheromones (chemicals that might subtly signal attraction) are still not fully understood, that hasn’t stopped entrepreneurs from marketing pheromone-infused colognes and perfumes.
Biotech is also helping us understand the neurochemistry of love more deeply. Advanced brain imaging and molecular biology studies in the past couple of years have revealed how neurotransmitters like dopamine, serotonin, and oxytocin fluctuate when we’re in love.
R&D Tax Credits for “Love Tech”
In addition to transforming how we experience relationships, Irish companies working on cutting-edge “science of love” innovations may also qualify for the generous Research & Development (R&D) Tax Credit. This can translate into significant financial benefits, effectively reimbursing a portion of your R&D costs.
To qualify for R&D tax credits, the project must meet key criteria. For example, the work must be systematic, investigative or experimental in nature and conducted in one of the prescribed fields of science or technology. Certain categories of research are excluded from the R&D Tax Credit such as research in the social sciences.
The project should aim to make an advance in knowledge or capability in the field of science/technology concerned. Crucially, the R&D must seek to overcome scientific or technological uncertainties. In other words, it is not something that a competent professional in the field would know how to do from the start; there are hurdles or unknowns that require experimentation and problem-solving. Also, the R&D work must be documented.
With the recent increase in the R&D Tax Credit rate to 30% now in operation, the financial benefits of the tax credit can be substantial.
Conclusion
The worlds of love and technology are coming together in unprecedented ways – and with that convergence comes both opportunities and costs. R&D Tax Credits are a valuable tool to help love-tech pioneers thrive. By recouping a portion of their R&D costs, companies can continue to innovate. Whether you’re building the next AI dating coach, a gadget to keep couples connected, or unlocking the secrets of attraction in a lab, you should explore the R&D Tax Credit. They reward the daring work of turning the mysteries of love into tangible innovations. And who knows – with the science of love booming and a little financial boost from R&D Tax Credit, we may soon see even more astounding ways that technology can bring people together. In the end, love might be priceless – but the innovation that supports it doesn’t have to be.