COMPUTERWORLD UK - Dec 7 - Tinder is using image recognition technology from Amazon Web Services (AWS) to power its matching algorithm for premium users. Tom Jacques, VP of engineering at Tinder explains how it is using AWS to identify user's key traits by mining the 10B photos they upload daily. Jacques says that Tinder knows from its data that the primary driver for who you match is photos. "The more pictures you have, the higher likelihood of success to match." An increasing number of users are foregoing the bio altogether. Recognition allows Tinder to automatically tag billions of photos with personality markers, like a person with a guitar as a musician or 'creative', or someone in climbing gear as 'adventurous' or 'outdoorsy'. Tinder uses these tags to enrich their user profiles. "We take this information and feed into our tagging system to work out what we highlight for each profile," Jacques said.