The article presents an analysis of the moral and ethical risks and threats of interactions on modern online dating services that are based on artificial intelligence systems and robotic technologies, identifies and considers the possibilities of political, legal and social regulation of the development and implementation of “smart” technologies in the field of private life. On the basis of modern theories of rationalization of society (the theory of McDonaldization of J. Ritzer), the specifics of organizing erotic and emotional relationships in a virtual space are conceptualized, the deontological foundations of the online dating industry are problematized. The modern industry of online dating is interpreted as a system of organizing massive romantic "meetings", focused on meeting a large number of people in limited time periods. Based on the analysis of empirical cases of online dating applications that operate on the basis of artificial intelligence systems, the following ethical problems are identified: a