Spotify to Label AI-Generated Artist Identities

Swedish music streaming giant Spotify announced it will begin labeling artist profiles generated by artificial intelligence starting mid-September. The new "AI Persona" tag will appear on select artist pages, informing listeners that the identity may not represent a real person but is AI-generated.

Spotify stated that users should be able to trust the authenticity of artists behind the music, a concern that has grown with the rise of generative AI. This initiative builds on previous efforts by the company to enhance transparency and reliability on its platform, including "Verified by Spotify," "SongDNA," and "AI Credits," which aim to provide insight into how music is created and verified.

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Spotify users should be able to trust that the artist behind a song is who they say they are, something that is more essential than ever in the age of generative AI.

The platform will default to not including music from "AI Personas" in its editorial and algorithmic recommendations. Spotify emphasized its commitment to showcasing authentic artists who are building careers in the music industry, while still allowing for creative freedom in how artists present themselves. Artists can opt to identify their profiles as "AI Persona" through Spotify for Artists.

Spotify will not solely rely on self-declaration. The company will also proactively review artist profiles, particularly those with significant audience reach, to identify public-facing identities, including names and images, that appear to be AI-generated. Artists flagged by Spotify's review team will be notified and given an opportunity to either confirm their "AI Persona" status or appeal the designation. Listeners will also have a mechanism to report profiles they suspect are "AI Personas."

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Although we believe all artists should have the creative freedom to decide how they want to present themselves, Spotify's programming is focused on giving visibility to music from authentic artists who are building a professional career in the music industry.