Spotify asks artists to disclose whether they’re humans or AI

Spotify is set to introduce a new "AI Personas" label for artist profiles in a bid to increase transparency for listeners regarding the true identity behind the music they stream. The world's leading music streaming platform aims to ensure customers are aware of whether an artist is a real human or an artificial intelligence. Spotify will not suggest songs from AI Personas in recommended playlists unless users explicitly opt for them.

The labels are expected to start appearing on artist profiles in mid-September, starting from August 11.

Artists will have the option to mark themselves as AI-generated, and Spotify will begin monitoring profiles that appear to represent "photorealistic AI-generated identities" if not self-reported. Users can also flag artists they suspect are AI-generated. Artists who feel they have been incorrectly labeled will have the opportunity to appeal the decision.

Spotify's announcement cites listener feedback that they find it frustrating to encounter artist profiles that seem human, only to discover later that the persona is AI-generated.

The company emphasizes the importance of trust in the music streaming experience, especially in the era of generative AI. Although most of the music on AI Persona profiles is likely also generated by AI, the primary focus of the label is on ensuring consumers understand whether the artist is a human or not. The incident of a fictitious band called Velvet Sundown gaining popularity and featuring AI-generated images of imaginary musicians last year serves as a reminder of the need for transparency in the music industry.

In addition to the new AI Personas label, Spotify has been rolling out various AI-related products, such as AI Credits, which allows artists to track their usage of AI in their work. According to Spotify, while there is a wide range of how artists incorporate AI as a creative tool, the company aims to clearly determine if an artist profile represents a real human.