Spotify plans to introduce labels for artist profiles that it determines do not represent real people. Starting in mid-September, profiles identified as artificial identities will receive an “AI Persona” badge across the streaming service.
Emma Roth reports for The Verge that the platform will also keep music from these profiles out of editorial selections and personalised recommendations by default.
Artists can voluntarily disclose that they use an AI persona, but Spotify does not intend to depend on self-reporting alone. The company says it will combine human review with AI tools to assess whether a profile’s name and image appear to depict a photorealistic AI-generated identity.
Where Spotify finds enough signals to make that assessment but lacks certainty, it will use a “Likely AI Persona” label. The company says it will initially review accounts that meet defined audience thresholds, concentrating on artists with larger listener bases.
The policy focuses on the identity presented by an artist profile, not on whether AI helped create the music. Spotify currently has no comparable system to identify AI-generated tracks themselves. Artists can disclose AI use in their work, while the company also offers a “Verified by Spotify” badge for profiles it identifies as belonging to real people.
Spotify says it will inform artists when it applies a “Likely AI Persona” label and allow appeals. It also plans to introduce a reporting feature that lets listeners flag profiles they suspect use AI-generated identities.
The move responds to growing concerns about AI-made music and deceptive artist profiles. Deezer recently said AI-generated songs account for half of its daily uploads, underlining the scale of the issue for streaming platforms.
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