On May 23, 2016, it was reported that Rebel Wilson would be starring as Natalie in an untitled romantic comedy film by New Line Cinema, from an original script by Erin Cardillo and rewrite by Dana Fox and Katie Silberman, while producers would be Todd Garner, Grant Scharbo, and Gina Matthews. On March 22, 2017, Todd Strauss-Schulson was hired to direct the film, titled Isn't It Romantic, while it was revealed that a latest draft of the script was done by Paula Pell. On May 10, Adam DeVine, who previously co-starred with Wilson in the first two Pitch Perfect movies, and Liam Hemsworth were cast in the film to play love interests in Natalie's life. Priyanka Chopra was also cast in the film in May. On June 14, 2017, Betty Gilpin was cast in the film to play the Natalie's assistant Whitney, and one of her best friends.
Principal photography on the film began on July 10, 2017, in New York City.