Gay dating app Goose accused of using AI to promote it

People on social media are already honking about the new gay dating app Goose, due to a Wired investigation that claims it might be using AI-generated men to advertise the app.

Goose, founded by actor and model Derek Chadwick, markets itself as an “anti-algorithm” app. It’s membership only, and there are no matches, but users can “wave” to each other.

Before Goose launched, gay men already had plenty of apps to choose from. There’s Grindr, which is ubiquitous and easily the most well-known, but over the past few years, users have complained about paywalled features and a buggy user interface. Additionally, there are the apps Sniffies — which dating app conglomerate Match Group just invested $100 million in — SCRUFF, Jack’d, and the new-for-mobile Squirt (to name a few).

And one is no longer: During Pride Month, Match sunset its “intentional” gay dating app Archer.

In this crowded market, people on social media are describing random men DMing them and adding them to their Close Friends stories, only to promote Goose — and these men might be AI-generated.

Wired found more than two dozen Instagram accounts created in May or June 2026 that posted only a few times, suggesting they might be inauthentic. Wired also ran images from the accounts through AI detectors, and there was a high likelihood that AI was used to create these profiles. As Mashable previously reported, these AI checkers aren’t foolproof, but combined with other factors, Wired — and gay men the accounts are DMing — have reported that these men may be fake, created solely for the purpose of promoting Goose.

The Federal Trade Commission prohibits false advertising, Wired noted, and requires disclosure on social media ads.

Chadwick and others at Goose didn’t respond to Wired‘s request for comment. Mashable has also reached out to Goose for comment.