Spotify introduces new label for AI-generated artists

The label will begin appearing from mid-September on mobile artist profiles, including the banner and About section, as well as in Search and on track rows across playlists. Spotify said music from profiles carrying the label will be excluded from personalised editorial and algorithmic recommendations by default, although listeners who follow an AI Persona may still encounter its music.

Artists will be able to disclose that their profile represents an AI Persona through Spotify for Artists from 11 August. However, the company said it would not rely solely on self-disclosure and would combine human review with AI investigative tools to identify profiles whose public identities appear to represent photorealistic AI-generated people.

Spotify said it would initially review profiles that have reached defined audience thresholds, with the aim of covering the majority of artist profiles visited by listeners.

Artists whose profiles are labelled following Spotify's review will be notified and given an opportunity to provide their own disclosure or appeal the decision. The company also plans to introduce a system allowing listeners to report profiles they believe represent AI Personas.

Spotify stressed that the new label concerns an artist's public identity rather than how their music was created. The platform already offers AI Credits, which allow artists to disclose the use of AI in the creation of individual tracks.

The company said the distinction was important because AI can be used in different ways during the creative process, while the AI Persona label addresses whether an artist profile presents an AI-generated identity as a real person.

The move forms part of Spotify's wider efforts to provide greater transparency around artist identities and the use of AI. Other measures introduced this year include Verified by Spotify, SongDNA, AI Credits and Artist Profile Protection.

Spotify said hundreds of thousands of artist profiles have already been verified through its Verified by Spotify system, while tens of thousands of AI credits are submitted to the platform each day.

The company said it would continue adjusting its approach as generative AI develops and as it receives feedback from artists, listeners and industry stakeholders.

Contributor: Ndumiso Duze