Spotify is moving to identify AI-generated artiste identities on its platform by introducing a new label to tell listeners when an artiste profile presents a human-like persona that does not represent a real person.
The AI Persona badge is expected to start appearing from mid-September as they respond to growing questions about authenticity as artificial intelligence becomes increasingly common in music.
The label will appear on artiste profiles, in search results and alongside tracks featured in playlists on mobile devices.
Music from labelled AI Personas will also be excluded from personalised recommendations by default. However, listeners who choose to follow an AI Persona will still be able to receive its music.
The move adds another layer to an increasingly complicated debate in the music industry, where artificial intelligence is being used for everything from production and songwriting to vocals and the creation of entirely fictional performers.
The new label is not intended to indicate whether AI was used to make a particular song. Instead, it focuses on whether the artiste identity itself is AI-generated.
This means a human musician who uses AI during the production of a song would not automatically be classified as an AI Persona.
Artistes can voluntarily declare their profiles as AI Personas through Spotify for Artists. However, the streaming service will also independently review profiles rather than rely entirely on self-reporting.
The company plans to combine human reviewers with AI-based investigative tools to identify profiles whose names, images and public identities appear to represent photorealistic, AI-generated people.
The initial review will focus on artistes who have reached certain audience thresholds, meaning the system is expected to target profiles attracting significant listener attention.
Where the platform applies the label itself, the affected artiste will be notified and allowed to disclose the AI identity or challenge the decision.
Listeners will eventually also be able to report profiles they believe represent AI Personas for review, although that feature has not yet been launched.
The move comes as streaming services face a growing challenge in distinguishing between genuine artistes, virtual performers and music produced at scale using AI.
For listeners, the issue is not simply how a song sounds but who — or what — is behind it. An AI-generated artiste can be presented with a name, photographs and biography designed to resemble a conventional musician, potentially making it difficult for audiences to establish whether the persona is real.
The platform has introduced other measures aimed at giving listeners more information about music and the people behind it. Its AI Credits feature allows musicians to disclose how artificial intelligence was used in making their songs, while SongDNA provides information about artistes and contributors involved in a track.
The distinction between the systems is important. AI Credits concern how the music was created, while the new AI Persona badge concerns who the artiste is.
Spotify has also expanded the verification and artiste-protection systems amid concerns over impersonation and music being wrongly attributed to performers. Its Artist Profile Protection tool, for instance, allows musicians to review releases submitted to their profiles.
The changes challenge the music business. Artificial intelligence has lowered the barriers to producing and distributing music, but streaming platforms must now find ways to prevent audiences from being misled without restricting legitimate experimentation with the technology.
The decision to exclude AI Personas from personalised recommendations by default could also affect how easily virtual artistes gain traction on the platform.
