A (Not So) Romantic UKE Guide
13 february 2026
Love isn’t just about feelings — it’s also a profitable business. In the past, our ancestors had marriages arranged based on social status and wealth. Later came matchmaking agencies with binders and a lady, who would present photos and descriptions of candidates like in the old Polish comedy where certain Italian men - Francesco Romanelli, instead of attending a business meeting at a company, ended up in a matchmaking office — and then in Polish girl`s arms. That was still an era when a mistake could end in romance, not a data breach and an emptied bank account.
Today, matchmaking looks very different. Now we have algorithms tracking your every move online: how many times you looked at a photo of a cat, how long you lingered on a brunette’s profile on Instagram, whether you browse profiles more often before breakfast or after lunch, and how many likes you left under a photo of a famous Polish cook - Robert Makłowicz on „Make Life Harder” - popular Polish social media account. Based on this, algorithms decide whether you’re ready for a relationship — or just for a short fling that will end faster than your premium subscriptions.
According to various industry data, the global online dating market generates between $6 and $9 billion annually, with continued growth expected. These are the kinds of numbers that attract investors and AI developers. And when big money is involved, I’m afraid a dating app algorithm has more in common with roulette in Monte Carlo than with destiny — except that at the roulette table, at least they serve drinks.
Such revenues and the popularity of online dating are also exploited by internet scammers. Access to the internet, apps, and social media has enabled them to operate on a global scale. Increasingly, romance scams are carried out by organized criminal groups using artificial intelligence, scripts, and training systems that allow them to reach many potential victims and maximize profits.
The third edition of the “(Not So) Romantic UKE Guide” was created because in a world where “I love you” can be written by a bot, and your profile picture is analysed by AI for your creditworthiness, we need to arm ourselves with knowledge, a touch of cynicism, and very strong passwords.
Author: Milena Górecka, Department of Consumer Policy
