Spotify to label AI-generated artist identities with new AI Persona badge

CALIFORNIA: Spotify is putting a new face to transparency. The music streaming platform is introducing an AI Persona badge to flag artist profiles whose public identities appear to be generated using artificial intelligence.

The labels will begin appearing for listeners from mid-September, with Spotify applying them to profiles that represent photorealistic AI-generated human identities. Artists can also voluntarily disclose their AI-generated identity through Spotify for Artists starting now.

The badge is designed to tell listeners when an artist profile that appears to represent a real person is actually built around an AI-generated persona.

Spotify will use two versions of the label. “AI Persona” will appear when an artist has voluntarily disclosed that their profile represents an AI-generated identity. “Likely AI Persona” will be used when Spotify’s review process determines that an artist profile appears to represent such an identity.

The labels will appear next to the artist’s name on their profile, in the About section, in mobile Search and alongside the artist’s name in track rows across playlists. Listeners will be able to click on the badge to understand why it has been applied.

Spotify said the new badge is specifically about an artist’s public identity, rather than how their music was created.

An artist can use AI to assist with songwriting, production or other parts of the creative process without being classified as an AI Persona. Spotify already offers AI Credits, which allow artists to disclose how artificial intelligence was used in making their music.

The AI Persona label instead applies when the identity presented on Spotify, including the artist’s name, profile imagery, header images or other visual elements, appears to represent a photorealistic AI-generated human.

Spotify will not include AI Persona artists in its editorial or algorithmic recommendations by default.

This means music from such artists will not appear in personalised recommendations unless listeners show an intentional engagement signal, such as following an AI Persona artist.

The company said the approach is intended to give listeners greater control and transparency while continuing to prioritise artists presenting authentic human identities.

Self-disclosure will not be the only route to an AI Persona label. Spotify will also review artist profiles and identify those that appear to represent AI-generated identities.

The initial reviews will focus on artists that meet defined audience thresholds. This will allow Spotify to conduct more detailed reviews while covering a large share of the artist profiles that listeners actively visit.

Artists whose profiles receive a Spotify-applied Likely AI Persona badge will be notified through Spotify for Artists. They can either confirm the classification by self-disclosing as an AI Persona or appeal the decision if they believe it has been applied incorrectly.

If an artist does not take either action, the Likely AI Persona badge will remain on the profile. Spotify will make the final decision after reviewing the available information.

The platform may also review an artist again if they subsequently change their name, profile image, biography or other identity information.

Spotify plans to introduce a system in the coming months for listeners to report artist profiles they believe represent AI Personas, with further details to be announced.

The AI Persona badge is the latest addition to Spotify’s broader push around artist identity and AI transparency.

The platform has introduced Verified by Spotify, which signals that an artist is a real human presenting themselves authentically; AI Credits, which disclose the use of AI in music creation; and SongDNA, which provides additional information about artists and contributors behind tracks.

Spotify has also launched Artist Details, which surfaces information such as release history, career milestones and touring activity, and Artist Profile Protection, which helps artists review and approve releases delivered to their profiles.

As AI-generated music and identities become more common, Spotify is drawing a clearer line between AI as a creative tool and AI as the identity behind an artist. The new badge is intended to make that distinction visible before listeners press play.