People will have the opportunity to self-disclose with an “AI Persona” badge. Otherwise, the streaming giant will start identifying and tagging relevant profiles
Spotify will start handing out “AI Persona” badges to artist profiles featuring music generated with artificial intelligence.
The new policy will officially go into effect in mid-September, though people behind AI artists will have the option to self-disclose starting today (Aug. 11). Otherwise, Spotify will start reviewing, identifying, and labeling the badge to relevant profiles. Music from artist profiles embossed with the AI Persona badge also won’t appear in any of Spotify’s editorial or algorithmic recommendations (though they can appear in personalized recommendations if a user follows such an artist).
In a statement, Spotify said it will be looking for artist profiles that appear to use “photorealistic AI-generated identities.” It’ll also focus primarily on artists “who have met defined audience thresholds, so the labels cover the vast majority of artist profiles that users visit.”
The AI Persona badge will appear on artist profiles, as well as in search results and on track rows on playlists. Furthermore, users will be able to see whether the person behind the AI artist chose to self-disclose, or if Spotify stepped in “to review and make an informed determination.” Artists given the AI Persona badge by Spotify will have the chance to self-disclose, or they’ll be able to appeal the decision if it was a mistake.
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Streaming services have seen a drastic rise of AI music over the past few years, with several AI personas, like Sienna Rose and the Velvet Sundown, generating millions of streams. Spotify has already rolled out tools like AI Credits and SongDNA to help identify music made with AI tools, and the company said the new AI Persona badge was about addressing the question of “whether a profile represents an actual human.” Spotify said that listeners have overwhelmingly made it clear that “they don’t like seeing an artist profile that seems human, only to find out the persona is AI-generated.”
But the company has also generated some heat for some of its other AI-focused initiatives. In July, Lorde called out Spotify’s “About the Song” feature after it appeared to use AI to generate phony information about her Virgin track “Current Affairs.” A Spotify spokesperson acknowledged the mistake and noted the “About the Song” tool was still in beta.
