21 August,2026 05:20 PM IST | Mumbai | mid-day online correspondent
Image for representational purpose only. Photo Courtesy: File pic
Once upon a time, relationship trouble meant calling your best friend, writing furiously in a diary, or asking that one friend who somehow considers themselves an expert on everybody else's love life.
In 2026, Indians have found another confidant: Artificial Intelligence, or AI as it is more popularly called. Amid the growing use of AI, Gleeden's latest IPSOS research explored how Indians are using AI across their romantic lives - from flirting and dating advice to emotional counselling, sexual-health guidance and personal exploration.
The study surveyed 1,500 respondents across cities spanning North, East, West and South India. It appears that increasingly matters of the heart appear to be getting an algorithmic consultation.
AI is rapidly turning into the relationship sounding board that never sleeps. According to the study, 64 per cent of Indians have used AI to help solve relationship problems, suggesting that conversations traditionally reserved for friends, partners or counsellors are increasingly making their way into chatbot windows. Then there's romance itself. 63 per cent have used AI as a romantic coach, turning to technology for assistance with flirting, dating profiles, text messages and first-date ideas. Apparently, Cupid has received a software update.
Even gifting is getting an algorithmic makeover. The study finds that 72 per cent of respondents have used AI to find gift ideas for their partners. It makes sense. Why spend three hours wandering through shopping apps wondering whether your partner needs another perfume when AI can generate 20 supposedly "thoughtful" suggestions in seconds? But beneath the humour sits an interesting behavioural shift. AI isn't merely being used to perform tasks anymore; people are inviting it into decisions involving affection, intimacy and emotional understanding.
The boundaries get even more interesting when conversations become intimate. According to the findings, 60 per cent of Indians have used AI for sexual counselling or therapy, seeking information or guidance around intimacy and sexual concerns. The attraction isn't difficult to understand. An AI tool is available around the clock, doesn't visibly judge an awkward question and removes some of the discomfort people may experience discussing deeply personal subjects.
As Sybil Shiddell, country manager, Gleeden India, says, "AI is becoming more than a productivity tool; it is increasingly entering the emotional vocabulary of relationships. When 64 per cent of Indians are comfortable turning to AI for relationship problems, it tells us that people are looking for spaces where they can ask difficult questions without fear of judgement. However, technology should complement human communication, not replace it. Relationships ultimately thrive on empathy, honesty and conversations that no algorithm can have on our behalf."
AI may help write the perfect message, suggest an anniversary gift or provide perspective after an argument. What it cannot do is experience vulnerability, chemistry, forgiveness or love. Perhaps that's the real story behind the numbers. AI isn't necessarily replacing partners or relationships. It is becoming the place people visit before having the conversation with their partner. So, the next time someone says, "We need to talk", don't be surprised if they've already discussed it with AI first.
