Spotify to Label AI Persona Artists and Exclude Them From Recommendations

Spotify will begin labelling AI-generated artist identities with new “AI Persona” badges and exclude their music from editorial and algorithmic recommendations by default, expanding the streaming service’s policies around artificial intelligence.

The labels will begin appearing in mid-September on profiles that Spotify determines represent AI-generated identities rather than real people. Artists can also voluntarily identify their profiles as AI Personas through Spotify for Artists starting Aug. 11.

Spotify will identify AI Persona artist profiles

Spotify said it will not rely solely on artists to disclose their use of AI identities. The company will review profiles and identify cases where names and images appear to represent photorealistic AI-generated people.

The initial review will prioritise profiles that meet predetermined audience thresholds, allowing Spotify to focus first on artists receiving more significant listening activity.

Once an artist is classified as an AI Persona, the badge will appear in several places across Spotify, including the artist profile banner and About section, Search and track listings within playlists.

Artists who believe they have been incorrectly classified will be able to appeal the designation.

AI Personas excluded from Spotify recommendations

Spotify will exclude AI Personas by default from its editorial programming and algorithmic recommendations. Their music will also be kept out of personalised recommendations unless a user follows the AI Persona.

Spotify said following an artist represents an explicit choice because only users can decide which profiles they follow. People who deliberately follow an AI Persona can therefore continue receiving recommendations involving that artist.

The company emphasised that the designation applies to the identity presented by an artist profile rather than determining whether AI was involved in creating the music.

“This badge is about the artist's public identity, not about how the music was made,” Spotify said.

Information about how individual tracks were created will continue to be handled through other Spotify features, including AI Credits and SongDNA.

Spotify expands its AI music policies

The AI Persona program builds on policies Spotify introduced in September 2025 for handling AI-generated music. Those measures include identifying and labelling AI music using industry-standard techniques and prohibiting unauthorised AI voice clones and deepfakes.

Spotify is simultaneously developing its own AI-powered listening products. Its services include AI DJ, Prompted Playlists and conversational features, while the company is also preparing AI-powered remixes.

The challenge for Spotify is allowing legitimate experimentation with AI while limiting large volumes of low-quality, mass-produced material that could undermine the listening experience.

Spotify said its programming remains focused on promoting music from authentic artists building careers, while recognising that musicians have choices in how they use AI and present their work.

Users will also be able to report AI Personas

Spotify plans to introduce another tool in the coming months that will allow listeners to report artist profiles they believe represent AI Personas but have not yet received a label.

The labels will also distinguish AI-generated artist identities from other forms of AI-assisted music expected on Spotify. The company has licensing agreements with Universal Music Group and Merlin that will allow certain fan-created AI remixes and covers while directing compensation back to participating artists.

The distinction means an artist can use AI as part of the creative process without automatically being classified as an AI Persona. Spotify’s designation instead focuses on whether the public-facing artist identity represents an actual person.

With self-disclosure beginning Aug. 11 and visible AI Persona labels arriving in September, Spotify is establishing a clearer separation between AI-generated identities, AI-assisted music and human artists across its platform.