Coming to Leev.

Every aspect of our lives in big data societies is permeated by artificial intelligence in the form of apps and the like. We quickly check the fastest route to a meeting spot, order food or an Uber, ask ChatGPT for solutions to our everyday problems, scroll through social media—and our dating lives are no exception. Precisely because it’s easier to ask ChatGPT how to install a ceiling lamp, we often opt in our daily lives for options that offer us a convenient solution rather than those that take longer and where it’s unclear whether we’ll actually end up with the desired result—in this case, installation instructions for said ceiling lamp.

On the one hand, this reliance on algorithms in our daily lives helps us navigate it efficiently. On the other hand, however, it also means that we no longer ask those around us for advice or help as often and don’t have to put ourselves in potentially awkward situations, as our parents’ generation, for example, still had to do in order to finally get that ceiling lamp in place. In short: The convenience we enjoy in our lives thanks to artificial intelligence has its downsides, and one of them is that we are completely out of practice when it comes to potentially socially awkward situations, the courage to face them, and how to handle them.

Approaching someone or being approached—in other words, putting yourself out there in public—are dating strategies that seem like they belong to a bygone era. Maybe you’d even dare to do it, but when you feel like it might be completely inappropriate, opening the app is easier. This is because what sociologists call “third spaces”—places where we neither live nor necessarily have to buy or consume anything—are becoming increasingly rare, resulting in fewer and fewer opportunities to meet someone. Nevertheless, many people still hope to meet someone through interpersonal connections.

Dating apps, which are like a digital version of a bar full of singles rather than a buffet, lead users to believe—through the presence of photos and other personal details—that everyone there is a potential partner. But in reality, it turns out that this simply isn’t the case: one person ghosts you, another doesn’t want a serious relationship after all, and still others seem more interested in the socks you’re wearing than in you. Inevitably, such recurring experiences lead to frustration, self-doubt, and perhaps even heartbreak, and the desire to meet someone seems increasingly out of reach.

In my research, I explore the strategies people in big data societies use to resist the algorithms in their lives. That’s why I launched Leev.: My goal is to create spaces and situations where people have the opportunity to meet others who are also looking for a serious relationship without having to rely on apps.

“We were never meant to date alone”: This quote comes from New York matchmaker Maria Avgitidis, who runs her business as part of the fourth generation. What this means is that meeting someone often happens through connections with friends, family, or other social relationships. Matchmaking is a centuries-old practice that continues to be practiced in many countries around the world and within Jewish, Hindu, and Christian communities alike. Netflix series such as Indian Matchmaking or Jewish Matchmaking offer a glimpse into religion-based matchmaking. Meanwhile, the practice of matchmaking has expanded far beyond religious contexts, leading to matchmaking services for people with neurodivergent conditions—not only in North America but particularly in Zurich—as well as for very wealthy individuals who essentially “outsource” their search for a partner entirely.

With Leev., my goal is to reach millennials and Gen Z who aren’t deeply embedded in religious communities—where they could benefit from the community-building structures and practices—nor do they have the necessary funds to outsource their search for $85,000 or more per year. I’m focused on those who are looking for someone for a committed relationship, are willing to learn about themselves, and value fairness toward themselves and others. Or, as Maria Avgitidis says, “Everyone is a new opportunity” to learn about oneself and others.