Spotify Introduces 'AI Persona' Label, Excludes AI Creators from Recommendations

Audio streaming platform Spotify has announced it will give a special label to creators on its platform generated by artificial intelligence (AI) with an ‘AI Persona’ profile label.

Content produced by creators labelled ‘AI Persona’ will not be included in users’ playlists algorithmically or in editorial recommendations.

As reported by TechCrunch on Tuesday (11/8) local time, this arrangement will take effect in mid-September 2026 and the ‘AI Persona’ label will be visible on the profiles of creators whose identities are entirely AI-generated and do not represent real humans.

Although Spotify will allow creators to identify themselves as AI Persona or not, Spotify will not rely solely on creators’ self-disclosure to determine whether a creator is AI or not.

The company promises a profile review system that identifies profiles whose names or images appear to represent photorealistic AI-generated identities.

Once the process is complete, profiles identified as AI will be given a special badge reading ‘AI Persona’ and it will appear in the profile banner, about section, search, and in the song row across all playlists.

Automatically, Spotify will not include ‘AI Persona’ profiles in its editorial or algorithmic recommendations.

Songs from AI creators will also not be added to personalised recommendation lists for users unless the user already follows the creator with the ‘AI Persona’ label.

Only users can choose to follow ‘AI Persona’ creators, making this an explicit signal that they deliberately choose to hear more music from that person or group.

This labelling is a step by Spotify to expand its AI-related policies on its service.

Spotify’s AI policy was first announced in September 2025, prohibiting unauthorised AI voice clones and deepfakes on its platform.

However, the company is not against using AI in its services, as it has introduced several AI innovations through a prompted playlist feature called DJ AI, as well as an AI remix feature currently being prepared by the company.

Spotify stated that creators can appeal the ‘AI Persona’ label if they feel it has been applied incorrectly.

The company emphasised that the ‘AI Persona’ label is not used to judge the music but is an assessment of the artist’s profile.

“While there is a broad spectrum in how artists use AI as a creative tool, the question of whether a profile represents a real human is one that Spotify can help provide a clear determination on,” Spotify said in a statement.

Creators who wish to disclose their own identity can do so starting 11 August 2026 through Spotify for Artists.