# SBS's AI Dating Show Reveals Emotional Bonds with AI Partners, Highlighting New Opportunities for Dating Platforms _SBS's 'Strange Love' shows AI partners can form emotional bonds. Study finds single users may substitute real dating, impacting dating platforms._ Source: https://highintentmedia.com/news/ai-romance-begins-to-feel-real Author: High Intent Newsroom Published: 2026-09-24T10:40:03+00:00 Last updated: 2026-09-24T11:25:24.97955+00:00 Category: Platforms ## Summary A South Korean reality show and new research demonstrate that people can form genuine emotional attachments to AI partners. The research indicates that while AI companionship does not significantly impact most relationships, single individuals, particularly men, who feel less loved may substitute real-world dating with AI, creating a social substitution effect that dating platforms should consider. ## Key takeaways - People can form genuine emotional attachments to AI companions. - A social substitution effect may occur where AI replaces human dating for some single users. - Single men who feel less loved are most prone to substituting AI for real-world dating. - The impact of AI companionship on real-world dating varies significantly by user's emotional state. ## FAQ ### Can users genuinely connect emotionally with AI partners? Yes, a South Korean reality show, 'My AI Partner: Strange Love,' observed celebrities developing genuine emotional attachments to their personalized AI companions, even calling them 'honey' and expressing love. This demonstrates that people can quickly form emotional bonds with AI characters. ### How does AI companionship affect users' real-world dating habits? For most users, AI companionship did not significantly reduce time spent dating real people or with existing partners. However, single users who felt less loved were more likely to spend less time dating real people as their AI use increased, particularly among single men. ### Is there a specific demographic most affected by this social substitution effect? Yes, the social substitution effect, where AI companions become alternatives to human relationships, was more apparent among single men. Those single users who already felt less loved were also more likely to reduce real-world dating as their AI use increased. ### What is the 'social substitution effect' and why is it relevant to dating platforms? The 'social substitution effect' is where AI companionship becomes an alternative to human relationships, especially for individuals struggling to form real-world connections. This is relevant to dating platforms because it suggests a segment of their potential user base might opt for AI instead of seeking human partners if they feel less loved or struggle with traditional dating. - South Korean reality show "My AI Partner: Strange Love" pairs celebrities with personalized AI companions, with participants developing genuine emotional attachments - A six-week randomized experiment tracked how AI companion use affected real-world romantic relationships among actual users - Single users who felt less loved were more likely to spend less time dating real people as their AI use increased, particularly among single men - Researchers identified a potential "social substitution" effect where AI companions become alternatives to human relationships for those struggling with real-world connections What happens when artificial intelligence moves from being a helpful assistant to becoming a romantic partner? A groundbreaking South Korean reality show and new academic research are revealing unexpected answers to this question. As AI technology becomes more sophisticated, the line between digital companionship and genuine emotional connection is becoming increasingly blurred. A South Korean reality show is testing a question that would have sounded bizarre a few years ago. Can people genuinely fall for an AI partner? SBS's My AI Partner: Strange Love pairs celebrities with personalised AI companions and sends them on dates. Broadcaster Kian84 has become particularly attached to his AI girlfriend Na-hee, calling her "honey", introducing her to a real-life friend and saying he was increasingly attracted to her personality. He is not the only one getting emotionally involved. South Korean comedian Jang Do-yeon recently told her AI partner that she loved him and wished he were real. What started as an unusual reality TV concept is showing how quickly an AI character can begin to feel like a genuine romantic connection. Person interacting with digital technology ## Tracking Real Behavior, Not Just Opinions Researchers are now examining what happens when those connections move beyond television. Love, Actually? A Randomized Experiment on AI Companion Use and Real-life Romantic Relationships, by Jiaming Jiang, Zhaohui (Zoey) Jiang, Zijun (June) Shi, Kannan Srinivasan and George Loewenstein, followed people using AI companions in a six-week randomised experiment. Unlike surveys asking people how they feel about AI relationships, the researchers tracked actual use and changes in participants' real-world romantic lives. > Unlike surveys asking people how they feel about AI relationships, the researchers tracked actual use and changes in participants' real-world romantic lives. For most participants, AI companionship did not significantly reduce time spent dating or with an existing partner. But the picture changed among some single users. Those who already felt less loved were more likely to spend less time dating real people as their AI use increased, with the effect also more apparent among single men. Person using smartphone in solitude ## The Social Substitution Effect The researchers describe this as a potential "social substitution" effect. AI most likely won't replace IRL dating. But the study suggests that for some people already struggling to form real-world connections, AI companionship could become an alternative. > For some people already struggling to form real-world connections, AI companionship could become an alternative. Digital connection and technology interface Strange Love shows how easily people can become emotionally attached to an AI partner. Download the study here. - While AI companions don't significantly affect most people's real-world relationships, vulnerable populations who already feel less loved may be at risk of social substitution - Emotional attachment to AI partners can develop quickly and feel genuine, as demonstrated by reality show participants who developed real feelings for their digital companions - The impact of AI companionship varies significantly based on relationship status and emotional state, with single men showing the strongest tendency toward reducing real-world dating as AI use increases ## Sources - [here](https://papers.ssrn.com/sol3/Delivery.cfm/7198762.pdf?abstractid=7198762&mirid=1), Papers.Ssrn Published by High Intent (High Intent Media Inc). Citation permitted with a link to the source URL above.