Spotify is introducing ‘AI persona’ labels to identify artist profiles that do not represent real humans, and will not include their music in its editorial or algorithmic recommendations by default.

These new identification labels will roll out from mid-September. Profiles can self-disclose themselves as AI Personas – and Spotify “hopes artists will be transparent” – but it will also start applying badges to relevant users through its own review team.

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In a blog post shared to the Spotify Newsroom, it says that artist identity and trust is one of its “very top priorities” this year, and that while it believes “all artists have creative choice in determining how they present themselves, Spotify’s programming is focused on elevating music from authentic artists building careers in music.”

Profiles that are flagged by Spotify’s review team will be notified and given the opportunity to self-disclose or appeal. In the coming months, listeners will also have the ability to report artist profiles for review team themselves. Users will be able to see whether an artist has transparently shared that they’re an AI Persona, or if Spotify had to review and make an informed determination itself by clicking on the badge.

Spotify will be reviewing profiles that appear to represent photorealistic AI-generated identities only. The badge is solely about the artist’s public identity, not about how their music was made. With that in mind, it urges users to look at its AI Credits and SongDNA features for further information on this.

Earlier this year, Spotify also rolled out a feature allowing artists to review music releases before they go live on their profile in response to tracks landing on the wrong pages and the growing number of AI music. It has also, however, launched a number of other new features that embrace AI tech, such as an AI remix tool made in partnership with Universal Music Group.

For further information, head to the Spotify Newsroom.

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