Spotify is rolling out a new labelling system designed to help listeners identify music created by artificial intelligence, as the streaming platform responds to concerns about the growing number of AI-generated artists.

From mid-September, profiles that represent AI-created performers will display an “AI Persona” badge throughout the app, including in search results and artist pages. Spotify says these accounts will also be excluded from both editorial playlists and its personalised recommendation algorithms, reducing their visibility across the platform.

The company will allow creators to voluntarily identify their profiles as AI-generated. Where this information is not provided, Spotify will rely on its own AI detection technology alongside human reviewers to determine whether an account should receive the label.

The move follows ongoing complaints from users who have struggled to distinguish between genuine musicians and fictional artists created entirely through generative AI. Spotify says transparency has become increasingly important as artificial intelligence tools become more capable of producing convincing music and artist identities.

Earlier this year, Spotify introduced a “Verified by Spotify” badge for human artists, along with additional information explaining how AI may have been used during the creation of individual songs and the role each credited contributor played in a recording.

Illustration of two Spotify screens showing different "AI Persona" badges for artists.

Despite taking a tougher stance on AI-generated artist profiles, Spotify continues to invest heavily in artificial intelligence across its platform. Recent additions include a conversational AI assistant that helps users discover music through natural language requests, alongside its AI DJ feature, which creates personalised listening experiences.

The streaming service has also partnered with Universal Music Group to offer AI-assisted remixing and cover creation for selected tracks. Similar collaborations are also underway with Warner Music Group and Sony Music as the industry works to develop responsible uses for artificial intelligence in music production.

Spotify has also strengthened its moderation efforts by removing spam uploads and banning unauthorised AI-generated vocal impersonations of real artists.

The introduction of AI Persona labels signals Spotify’s attempt to strike a balance between embracing new AI-powered tools and ensuring listeners know whether the music they are hearing comes from a human performer or an artificial creation.