For more than two decades, Ashley Madison built its brand around one eyebrow-raising promise: “Life is short. Have an affair.”

Now, the controversial dating platform best known for catering to married people looking to cheat says it’s turning the page.

From Affairs to “Discreet Dating”

In a major rebrand, Ashley Madison is shifting away from its longtime focus on infidelity and rolling out a new tagline: “Where Desire Meets Discretion.”

According to Chief Strategy Officer Paul Keable, the change reflects a surprising evolution in the company’s user base. While the site became infamous as a hub for extramarital affairs, 57% of new members today are actually single.

“What that told us,” Keable said in an interview with Fox News Digital, “is that people are coming to our site for a different reason — for discretion.”

Rather than positioning itself strictly as a platform for “married dating,” Ashley Madison is now framing itself as a space for private, low-profile connections — no matter someone’s relationship status.

Dating Fatigue Is Real

Keable argues the shift is less about morality and more about modern dating burnout.

After 20-plus years in the social media era, where relationships are curated and constantly visible, many users are feeling overwhelmed. Roughly 30% of online daters report feeling constant pressure to swipe, message, and perform — often without meaningful results.

And there’s another factor: visibility.

Some users don’t love the idea of coworkers or acquaintances spotting their profiles on traditional dating apps. With more people back in the office, privacy concerns are rising.

Ashley Madison says it plans to lean into that discomfort by collecting minimal personal information and focusing primarily on why users value discretion.

As Keable put it, “Your business ultimately is yours and it’s nobody else’s.”

Is Infidelity Still on the Table?

Despite the rebrand, Ashley Madison isn’t completely abandoning its roots.

A recent member survey found:

• 49% of respondents seek additional relationships during stressful times.

• 41% believe having multiple partners with different positive qualities would help them through difficult periods.

In other words, while the marketing may be shifting, the door to extramarital relationships hasn’t exactly closed.

Keable acknowledges the company has faced years of criticism but maintains that people would cheat whether or not the platform exists. He insists the rebrand isn’t about ethics — it’s about listening to members.

“This shift is a realization that people want to continue to date and connect, but under their own terms,” he said.

“Blessed Are the Discreet”

To mark the new direction, Ashley Madison is launching a fresh marketing campaign titled “Blessed Are the Discreet.”The campaign celebrates users who want intimate connections without broadcasting their personal lives to the world.

The message? Not guilt. Not shame. Just privacy.

Whether this repositioning will successfully shake the brand’s long-standing reputation remains to be seen. But one thing is clear: Ashley Madison is betting that in an oversharing world, discretion is the new desire.