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Matchmaking is now done primarily by algorithms, according to new research from Stanford sociologist Michael Rosenfeld. His new study shows that most heterosexual couples today meet online. Algorithms, and not friends and family, are now the go-to matchmaker for people looking for love, Stanford sociologist Michael Rosenfeld has found. Online dating has become the most common way for Americans to find romantic partners. In a new study published in the Proceedings of the National Academy of Sciences , Rosenfeld found that heterosexual couples are more likely to meet a romantic partner online than through personal contacts and connections.