Match Global Inc. today announced the launch of its artificial intelligence-powered networking platform Osmos, and it has given itself the ambitious goal of surpassing LinkedIn as the favored platform for technology professionals and entrepreneurs to meet like-minded individuals.

The Osmos platform is centered on an AI matchmaking engine that helps its users to surface more meaningful connections and facilitate deeper conversations, the startup explained.

Though LinkedIn has a firm grip on its crown as the most popular networking site for professionals, Osmos believes that it has what it takes to chip away at that platform’s dominance. It says LinkedIn has made the mistake of shifting more toward creator and video content in an effort to boost user retention. But with that focus, it has forgotten its original purpose, which is to help people establish meaningful connections and relationships, Osmos says.

To back up its claims, it cites a study that shows how just 25% of LinkedIn’s users have actually used the platform to establish new business partnerships recently. This finding seems to imply that LinkedIn is, perhaps, not as useful as it once was. If so, that could provide an opening for Osmos.

Osmos co-founder and Chief Executive Natalia Cebotari, who was previously the chief strategy officer at Yandex LLC, told SiliconANGLE that LinkedIn simply doesn’t cut it anymore in terms of helping people to build real, meaningful connections.

“LinkedIn is overloaded with cold outreach and generic messages, and most users feel lost in the noise,” she said. “When we asked our users, most of whom also use LinkedIn, only one out of 600 said they actually like that platform.”

It’s a pretty damning verdict, which stems from LinkedIn’s failure to help users begin genuine conversations, Cebotari argues.

“LinkedIn nails job hunting and hiring,” she conceded. “But the focus on pushing content and sales tools doesn’t leave any room for real, deep networking. So instead of feeling like you’re in a productive meeting, you’re more likely to feel as if you’re stuck in the middle of a noisy marketplace.”

AI-powered matchmaking

Although LinkedIn might be far from perfect, its stranglehold on social networking is so powerful that Osmos will be hard pressed to prise users away. Recent history has shown us that it’s incredibly difficult for any new social media platform to make its presence felt, which doesn’t bode well for Osmos. Yet, Cebotari says her nascent platform has a secret weapon in the shape of its AI matchmaking engine.

She explains that the goal of Osmos is to bring together founders, investors, senior executives, developers, engineers, thought leaders and others in the fintech, venture capital, software-as-a-service, edtech and other technology sectors. The platform has been operating in beta test mode for less than a year, and has already attracted more than 3,000 users, facilitating more than 20,000 cross-industry connections during that time, she added.

Osmos’s matchmaking engine works by connecting people automatically based on their targeted requests. It then collects feedback on its AI-powered suggestions to improve the quality of its connections over time.

The process involves analyzing each user’s profile, interests and needs, so it can link them to individuals with similar desires. Once it finds a promising connection, it will recommend that the two users connect, and tell them why they ought to connect. If both users agree, it will initiate a one-on-one chat, so they can start talking and see if there’s any scope for collaboration.

Cebotari reckons that its matchmaking engine ensures much more meaningful matches, connecting like minded people while avoiding distractions, such as social selling and recruitment, which have come to plague other platforms.

“Just look around and ask, how many of your contacts are really active? LinkedIn might seem busy, but millions of professionals are silent, building their networks in a more genuine way,” she said. “They just don’t like the idea of having a second job and constantly creating content to become an influencer, simply to build connections. Most professionals aren’t after influencer fame. What they want is real, lasting relationships.”

Constellation Research Inc. analyst Holger Mueller told SiliconANGLE that Osmos might be able to carve out a niche for itself in professional social networking, because LinkedIn is no longer really focused on that area.

“LinkedIn’s rise came about because it used the social networking aspect to move into the adjacent area of talent acquisition,” Mueller explained. “In fact, LinkedIn is the largest human capital management platform out there, and one of the primary platforms for tech companies looking to recruit new staff especially.”

Because of this, Mueller thinks Osmos has a good chance of making an impact in terms of networking. “It’s good to see LinkedIn getting some competition at last, especially for those who value having good contacts,” the analyst said. “LinkedIn has been slow in terms of innovation in this area, struggling to provide much user value.”

Cebotari points to her own personal experience on LinkedIn and other social media sites as evidence of the poor job they do in terms of networking. She has more than 9,000 contacts on her various social media profiles, but despite having all of those connections, she says she struggled to find the right people when looking for someone with a specific interest or skill-set.

“Our AI matchmaking helps you find folks who truly want deep conversations, rather than those who just want pitch you or add followers,” she said. “It’s more like a relaxing chat over coffee, rather than a quick exchange at a crowded event.”

Image: Osmos