Spotify will begin applying an “AI Persona” label to artist profiles from mid-September, marking public identities that appear to be created by artificial intelligence. The tag will be visible on mobile artist profiles, including the banner and About section, as well as in Search and on track rows within playlists.
Impact on Recommendations
Music from profiles carrying the label will be excluded from personalised editorial and algorithmic recommendations by default. Listeners who follow an AI Persona may still encounter its music.
Disclosure and Detection
Artists can self-disclose an AI Persona through Spotify for Artists starting 11 August. Spotify will not rely solely on self-reporting; it will combine human review with AI investigative tools to identify profiles whose public identities appear to be photorealistic AI-generated people.
The company will initially review profiles that have reached defined audience thresholds, aiming to cover the majority of artist profiles visited by listeners. Artists whose profiles are labelled after review will be notified and can provide their own disclosure or appeal the decision. A listener reporting system for suspected AI Personas is also planned.
Identity, Not Creation Method
Spotify stressed that the label addresses an artist’s public identity, not how the music was made. The platform already offers AI Credits, which let artists disclose AI use in individual tracks. The distinction matters because AI can be used in various ways during the creative process, while the AI Persona label specifically flags whether an artist profile presents an AI-generated identity as a real person.
Wider Transparency Push
The move is part of broader efforts to increase transparency around artist identities and AI. Other measures introduced this year include:
- Verified by Spotify
- SongDNA
- AI Credits
- Artist Profile Protection
Hundreds of thousands of artist profiles have been verified through the Verified by Spotify system, and tens of thousands of AI credits are submitted to the platform each day, the company said.
Spotify added that it will continue to refine its approach as generative AI evolves and as it gathers feedback from artists, listeners and industry stakeholders.
