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Spotify will label AI artists as ‘AI personas’ and block recommendations
The labels begin in September, and Spotify says AI personas will be blocked from personalized recommendations by default.
Spotify will create an “AI persona” label for AI generated artist identities, and display it on artist profiles, in search, and in track listings. The change is aimed at separating deepfake style performers from real artists and reducing the risk that authentic musicians lose streams due to algorithmic recommendations, Guardian Business reports.
Spotify says the update will apply from September, and AI generated artists such as the 70s style US rock band Velvet Sundown will carry the persona label and be excluded from personalized recommendations by default. The company also said it will block AI personas through its recommendation system rather than relying only on creators to disclose identities.
Spotify plans to let music creators indicate whether their identities are AI created, at which point the platform would label them as an AI persona. However, it said it would not depend on self disclosure alone, using human review and AI investigative tools to determine whether artists were fake, and it added that AI generated profiles generally indicate AI made tracks as well.
The company pointed to prior anti spam efforts, saying it removed 75 million spam tracks over a 12 month period as AI tools fueled a flood of fake music. It also said its legitimate catalogue stands at 100 million tracks, and noted that Velvet Sundown has 117,000 monthly listeners on Spotify but has had no clear AI labeling on its page.