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"There are a lot of ways in which the sharing of information online may grow or shrink," Carter says, "that could fundamentally change the way people use the Internet to find a mate." You can bet that the learning algorithms will change with them.Like many online dating services, Ok Cupid amasses large amounts of data on its users, which Maxim says it uses to improve its products and monitor if the site or algorithm needs fixing.Ok Cupid president and co-founder, Christian Rudder, publishes some of this data and insight on the site's blog, Ok Trends, admitting unabashedly that they experiment on users."The users have an expectation of how the site is going to work, so you can't make big changes all the time." The biggest problem they face on the tech side, Maxim says, is to make sure everyone can find somebody.In their algorithm that matches users with one another they use match percentages, which basically quantifies how much users have in common, along with their popularity and in-box messages.

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