Love, commonly associated with intimate relationships, involving sexuality and the formation of couples and families, is shaped by social practices and subjective meaning-making. Contemporary ideas of love and related practices reflect social developments in a context marked by late modernity, neoliberal capitalism, and digitalization. Drawing on psychological, sociological, biological, and philosophical perspectives, the chapter examines how love has been understood, conceptualized, and theorized across disciplines. It analyzes how neoliberal forces, particularly the mechanization and fragmentation of intimacy, social needs, and relationships, render love measurable, explicable, and supposedly producible. These dynamics carry the risk of marginalizing subjective meaning-making, existential significance, and the ambivalence inherent in intimate relationships. Instead, love becomes framed as a project of self-optimization and relational management, rather than a site of deeper meaning and transcendence. This chapter proposes a critical concept of love and future research directions that investigate love as a discursive, affective, and political formation negotiated under accelerated, digital, and neoliberal conditions.