Spotify will begin labelling some AI-generated artist identities on its platform as part of a new initiative aimed at improving transparency and trust between artists and listeners.
The streaming platform said on Wednesday that it will introduce an “AI Persona” badge on selected artist profiles from mid-September, signalling that an artist’s identity may have been generated using artificial intelligence and does not represent a real person.
The move comes as generative AI becomes increasingly common in music creation and artist branding, raising concerns among listeners about whether the artists they encounter online are genuine human performers.
“Listeners have been clear in telling us that they don’t like seeing an artist profile that seems human, only to find out that the persona is AI-generated,” Spotify said in its announcement.
Under the new system, artists will be able to disclose through Spotify for Artists that their profile represents an AI Persona. However, Spotify said it will not rely solely on self-disclosure.
The company will also review artist profiles and identify those whose public identities, including their names and imagery, appear to represent photorealistic AI-generated identities.
Spotify said the initial review will focus on artists who have reached defined audience thresholds, with the aim of ensuring that the labels cover most of the artist profiles frequently visited by users.
The AI Persona badge will appear on artist profiles, in Search and on track rows across playlists. When listeners click on the badge, they will be able to see whether the artist disclosed their AI-generated identity themselves or whether Spotify determined the status following a review.
Artists whose profiles are labelled by Spotify will be notified and given an opportunity to disclose their status or appeal the decision. Spotify also plans to introduce a system allowing listeners to report profiles they believe represent AI-generated artist identities.
The company stressed that the badge will distinguish between an AI-generated artist identity and the use of AI as a creative tool.
“AI Persona” labels will apply to the identity presented by an artist, rather than determining whether AI was used to create a particular song. Spotify already provides AI Credits to allow artists to disclose how artificial intelligence was used during the music-making process, while its SongDNA feature provides information about artists and contributors involved in a track.
Spotify also said music from AI Personas will, by default, be excluded from its editorial and algorithmic recommendations. Users who follow AI Personas may still encounter their music through personalised recommendations.
The new policy forms part of Spotify’s broader Artist Identity & Trust initiative, which also includes Verified by Spotify, Artist Profile Protection and Artist Details.
Spotify said its approach will continue to evolve as AI technology changes and as it receives feedback from artists, listeners and other industry stakeholders.
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