Spotify has announced a new "AI Personas" feature to identify AI-generated artist profiles on its platform, marking one of the streaming service's most significant efforts yet to improve transparency around AI content. The badge will appear on artist profiles, in search results and on track listings, alerting listeners when an artist's identity is AI-generated rather than a real person. This addresses growing user frustration with profiles that appear human but turn out to be AI creations.

The feature begins rolling out in mid-September, though artists can start self-disclosing AI personas immediately. Spotify said it will not rely solely on voluntary disclosure, and will independently review and label popular profiles that appear to use photorealistic AI-generated identities, with badges noting whether the label came from self-disclosure or Spotify's own review; flagged artists can appeal. Users will eventually be able to report suspected AI profiles, and by default such acts will be excluded from Spotify's editorial and algorithmic recommendations. The labelling applies to artist identity rather than how music was produced, meaning genuine artists using AI in production won't be affected, while acts such as Xania Monet and Breaking Rust could be labelled.