Spotify to Label AI-Generated Artists as 'AI Personas' and Exclude Them from Recommendations

Spotify has announced that it will begin labeling AI-generated artists with an “AI Persona” badge on their profiles and will exclude their music from both editorial and algorithmic recommendations. The move, announced on Tuesday, is part of the platform’s broader effort to increase transparency around AI-generated content and to maintain trust with listeners. Starting in mid-September, Spotify users will see “AI Persona” badges on artist profiles where the identity is AI-generated, rather than representing a real person. While Spotify will allow artists to voluntarily self-identify as AI Personas, the company emphasized that it will not rely solely on self-disclosure. Instead, it will also conduct its own reviews of artist profiles, particularly those where the name and imagery appear to represent photorealistic AI-generated identities. The initial review will prioritize profiles that have already achieved certain audience thresholds, ensuring that the most-listened-to artists are covered first. The AI Persona badge will be displayed across multiple surfaces: on the artist’s profile banner, in the About section, in Search results, and on track rows across playlists. This labeling is designed to give listeners clear context about the nature of the artist they are engaging with. By default, Spotify will not include AI Personas in its editorial playlists, algorithmic recommendations, or personalized suggestion features—unless a user explicitly follows the AI Persona. Following an artist is an opt-in action, so it serves as a clear signal that the user wants to hear more from that specific artist, regardless of whether the identity is AI-generated. This policy reflects a growing industry trend toward AI transparency and curation integrity. As AI-generated music becomes more prevalent, platforms are being called upon to distinguish between human and AI creativity, while still allowing listeners to discover and support AI-driven projects if they choose. Spotify’s approach balances user choice with the need to maintain the authenticity of its recommendation ecosystem. For artists and labels, this means that AI Persona-identified acts will need to build their audience through direct engagement and followership, rather than relying on Spotify’s algorithmic push. It also signals that Spotify is taking a proactive stance in defining how AI-generated content should be integrated into the music streaming landscape.

via TechCrunch