Spotify is introducing a new label for AI-generated artist identities, called “AI Personas.” The label is designed to give listeners more transparency when an artist profile presents an AI-generated, human-like identity rather than a real person. The new label marks another step in Spotify’s broader commitment to building trust and authenticity between artists and fans, ensuring listeners can have confidence in who they are listening to on the platform.
True artist-fan connection can only be built on a foundation of trust and authenticity. In music, that means listeners need to be able to trust that the artist behind the music is who they say they are. That is more essential than ever in the age of generative AI.
This year, Artist Identity & Trust has been made one of Spotify’s top priorities, with the launch of Verified by Spotify, SongDNA, AI Credits, and Artist Profile Protection. Starting mid-September, listeners will begin to see an AI Persona badge on some artist profiles. The badge signals to listeners that an artist’s identity may be AI-generated and does not represent a real person. Alongside artist profiles that self-disclose as AI Personas, Spotify will also start applying badges to relevant profiles.
By default, Spotify will not include AI Personas in any editorial or algorithmic recommendations. That means listeners will not see any music from AI Personas in their personalized recommendations, unless they follow AI Personas, for example. While Spotify believes all artists have creative choice in determining how they present themselves, Spotify’s programming is focused on elevating music from authentic artists building careers in music.
How it works
Starting today, artists can share that their profile represents an AI Persona through Spotify for Artists. Spotify is giving artists the opportunity to be transparent and self-disclose, but will not rely on self-disclosure alone. Spotify will also review artist profiles and identify those whose public identity – the identity an artist presents on their profile, including name and imagery – appears to represent photorealistic AI-generated identities. The rollout will begin with artists who have met defined audience thresholds, so the labels cover the vast majority of artist profiles that listeners visit.
In mid-September, listeners will start to see the AI Persona badge appear on artist profiles (in the banner and About section), in Search, and on track rows across playlists. When listeners tap the badge, they will be able to see whether the artist transparently shared that they’re an AI Persona to build trust with potential listeners, or if Spotify had to review and make an informed determination.
For artist profiles where Spotify’s review team have applied the badge, artists will be notified and given the opportunity to self-disclose or appeal. In the coming months, the platform will also give listeners the ability to report artist profiles they believe represent AI Personas to Spotify’s review team.
Although there’s a broad spectrum in how artists use AI as a creative tool, the question of whether a profile represents an actual human is one where Spotify can help make a clear determination. This badge is about the artist’s public identity, not about how the music was made.
For more information about how the music was made, Spotify offers AI Credits and SongDNA. With AI credits, Spotify has seen that people are eager to take the opportunity to be transparent and share how they used AI as part of their song’s creative process.
