Mar 3: AI is not just being used for emails or tasks at work; it’s now entering the bedrooms and relationships of many Indians. A recent study conducted by Gleeden, the world’s largest extramarital dating app made by women for women, has officially surpassed 4 million users in India. This is a significant milestone driven by an impressive 148% increase in female users over the past two years. In association with IPSOS, it has been shown that 49% of Indians have had at least one occasion where they chose to be sexually intimate with an AI rather than have physical sex with their partner; however, 65% still believe that erotic interactions with AI are cheating.
The study surveyed a sample of 1500 individuals from both tier 1 and tier 2 cities around India to assess how AI is changing dating, emotional connection, and infidelity in the modern Indian relationship. What was revealed is the vast gap between behaviours and beliefs. Overall, the results demonstrate how quickly AI has become viewed as an intimate partner. Approximately 63% of survey respondents stated they used conversational AI as a coach to enhance their seduction methods, improve their dating profile, analyze what they shared with people they are interested in, and gather information for a successful first date.
Beyond flirting, AI has reached into the most personal parts of people’s lives, as approximately 60% of those surveyed used it to provide sexual counselling and/or therapy-related advice. Additionally, approximately 64% used AI to assist with personal relationship challenges with their partner or spouse. The change is not limited to simply asking for advice. Instead, for many people in India, AI has replaced their spouse as their sexual partner. The study indicated that about 54% of those surveyed have set up a virtual AI partner for sexual interactions, while 58% report creating a virtual partner for genuine emotional and romantic interactions, such as exchanging kisses and cuddles. In addition, 52% of those surveyed have created erotic materials using AI, and 49% have created deepfakes using celebrities or known individuals; furthermore, no significant gender differences were discovered in any of these cases.
One of the most shocking discoveries is that the feeling of being alone drives a large majority of individuals to adopt artificial intelligence. Of those who answered the question about their romantic life, 92% are content, and 89% are sexually satisfied; however, 57% report feelings of “loneliness,” which is a significant indicator that many people are seeking AI as a form of emotional companionship. In addition, the use of AI for both emotional and sexual interaction has also resulted in addiction; in fact, 46% of respondents indicated they have been affected at a level similar to the addictive nature of pornography.
At the same time, social stigma still exists regarding AI and sexual exchanges. More than 60% of individuals in India consider sexual exchanges with an AI to be cheating on their partner, and almost 70% report they would be shocked to find out their partner was engaging in erotic interaction with an AI. Additionally, nearly 70% of individuals do not feel comfortable sharing their AI chat history with their partner, and both genders show this discomfort, with women exhibiting greater discomfort than men. This data indicates a growing disparity between private experimentation with AI for sexual purposes and the morality of public attitudes.
In India, divorce rates are among the lowest globally, as arranged marriages make up the most significant number of marriages. Although there appears to be a strong sense of marital stability, technology is redefining how couples interact. An AI is no longer simply an assistant to an individual, but an emotional entity within a couple’s interactions.
Sybil Shiddell, Country Manager for Gleeden India, commented,
“We see an emotional change occurring as AI becomes not just a functional tool but also a place where people can seek validation, make fantasies, or find comfort. Many people are secretly exploring this new world, feeling both guilty and curious. Yet, many of these same people suspect their partner of infidelity for doing the same thing. This is not really a disruptive force because of technology, but instead because of emotional responses to AI. The future of partnership and relationships will be determined by the way people establish boundaries, are honest with each other, and build intimacy in a time when AI will play an important role. As the Gleeden–IPSOS study indicates, it is not if AI will change our relationships, but in what way, how much will be affected, and how will these changes affect our emotional connections?”