Spotify to Label AI Content as Fans’ Outcry Intensifies

Spotify is preparing to introduce a new label that will warn listeners when an artist’s public identity appears to have been created using AI.

The streaming platform says its new AI Persona badge will begin appearing on selected artist pages from September. The notice is intended to tell users when a profile may not represent a real human performer.

Spotify says the move is designed to give audiences greater clarity about the music and performers they encounter on the service. The company said some listeners had expressed frustration after assuming they were following a genuine musician, only to discover that the profile was produced with AI.

The growing use of generative technology in music has sparked debate among performers and fans, particularly over authenticity and competition.

Alex Winn, a guitarist with North East band Swindled, supports Spotify’s decision. The 19-year-old believes the label could help distinguish musicians who create and perform their own work from profiles built primarily through AI.

Winn argues that music is often valued because listeners form an emotional relationship with the people behind it. He also believes the new system could help audiences make more informed decisions and potentially steer attention towards human artists.

Music fan Ellie Sumner also welcomes the measure after previously failing to recognize that some music or other material had been produced using AI. She says the technology can be difficult to identify, even for people who believe they would spot it easily.

Spotify says the badge will appear in several places, including artist profile pages, search results and playlist tracks. Accounts carrying the designation will also be excluded from personalized recommendations unless a listener already follows the artist.

The company stresses that the new marker concerns an artist’s claimed identity rather than whether AI was involved in producing their music. This distinction acknowledges that human musicians increasingly use software powered by AI during the creative process.

Spotify already allows artists to disclose such tools through its AI Credits system, which the company says receives thousands of submissions each day.

The platform expects AI-based profiles to identify themselves voluntarily, but Spotify will also review accounts that appear to meet its criteria. Artists who receive the badge following a review will have an opportunity to provide additional information or challenge the decision.

The company says any notice will indicate whether the profile disclosed its nature voluntarily or was identified through Spotify’s own review process.

It remains to be seen whether entities like Core AI Holdings Inc. (NASDAQ: CHAI) in the gaming industry could also adopt a similar method of labeling games that have been entirely created using AI versus those developed by their human employees.

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