Love in the Age of AI: Why technology isn’t killing romance
Romance has always reflected the times we live in. From handwritten letters to text messages, candlelit dinners to app-booked experiences, each generation finds new ways to say the same old thing: you matter to me.
So as artificial intelligence becomes part of everyday life, it’s natural to wonder whether something meaningful might be lost along the way. Are algorithms and automation quietly cooling the emotional warmth of love?
In the light of Valentine’s Day this weekend, we look at new data from The Harris Poll UK, which suggests the opposite may be true.
Technology and romance are not at odds
Far from eroding romance, openness to new technology appears to go hand in hand with emotional engagement on Valentine’s Day. The people most willing to try new tech are also the most likely to love the occasion and to invest meaningfully in it.
Among early adopters, around one-third say they love Valentine’s Day, compared with roughly 7% among those who actively avoid new technology. This emotional gap translates directly into behaviour: about one in five early adopters plan to spend more than £100, while close to half of tech-avoiders don’t celebrate at all and virtually none reach premium spend levels.
Scepticism about technology, it seems, aligns closely with scepticism about Valentine’s itself.
A grounded but meaningful moment
Stepping back, Valentine’s Day remains a modest commercial moment overall. Around 35% of UK adults don’t celebrate at all, and among those who do, spending is firmly grounded in everyday affordability.
Roughly a third spend under £50, about one in five spend £51–£200, and only around 3% exceed £200. Romantic intention is clearly present, but it is shaped by real-world budgets rather than grand gestures.
Age shapes how we celebrate
Age deepens this picture. Participation drops steadily across the life course, rising from around a quarter of under-25s not celebrating to well over half of those aged 65+. The commercial heart of Valentine’s therefore sits firmly among under-45s, where mid-range gifting and emotional engagement are strongest.
Where AI really makes a difference
When we look specifically at attitudes toward artificial intelligence, the story becomes more nuanced and more interesting.
Attitudes toward AI alone don’t meaningfully predict how people feel about Valentine’s Day. Romantic sentiment and scepticism are distributed in similar ways across both AI-positive and AI-sceptical audiences. Put simply, belief in love isn’t determined by belief in algorithms.
Where AI attitudes do begin to matter is in behaviour rather than belief.
Consumers who feel more comfortable with AI are more visible in the £51–£200 spending bands and show a slightly higher likelihood of premium spend. In contrast, those most negative toward AI skew toward lower spend, with over a quarter spending under £20, or reporting uncertainty about whether they would spend.
The pattern suggests AI may help people act on romantic intentions through convenience, discovery, personalisation, or by reducing friction in busy lives.
What this means for brands
Taken together, the findings point to a clear opportunity. Valentine’s Day growth is unlikely to come from tradition alone. The strongest emotional and commercial momentum sits with digitally confident consumers, particularly under-45s, who are comfortable integrating technology into their romantic lives.
Openness to technology appears linked to the desire to express care, while comfort with AI helps people follow through on that intent. By reducing friction, improving discovery and enabling personalisation, AI can support meaningful gestures without demanding extravagant spend.
For brands, the implication is clear. The real commercial and emotional momentum sits with consumers who expect seamless, tech-enabled experiences, whether through AI-assisted gifting, frictionless delivery, or new forms of shared experience.
Supporting mid-range gifting, seamless journeys and AI-enabled personalisation allows consumers to act on romantic intent in ways that fit modern lives. In short, romance isn’t being replaced by technology. It is being enabled by it.
Romance isn’t disappearing, it’s evolving
Romance isn’t disappearing in the age of AI. If anything, it is becoming more intentional, more accessible, and more woven into the rhythms of modern life.
The language of love may evolve, but the instinct to express it remains. Technology may simply be giving those instincts new ways to be heard.
Want to understand how technology is reshaping emotional connection?
At The Harris Poll UK, we help brands understand how people really feel and how those feelings translate into behaviour. From attitudes toward AI to the moments that matter most, our insights help organisations design experiences that connect emotionally and perform commercially.
If you’d like to explore how your audience is navigating romance, technology and modern life, get in touch with us to continue the conversation.