Spotify to Introduce ‘AI Persona’ Label for Artist Profiles in September

Spotify will begin applying an AI Persona label to artist profiles whose public identities appear to be generated by artificial intelligence, the company announced. The label is designed to give listeners more clarity about who is behind the music they stream.

The feature will roll out on mobile artist profiles from mid-September, appearing on banners, the About section, in Search, and on track rows within playlists. Music from labelled profiles will be excluded from personalised editorial and algorithmic recommendations by default, though listeners who follow an AI Persona may still encounter its music.

How the label is applied

Artists can disclose that their profile represents an AI Persona through Spotify for Artists starting 11 August. Spotify will not rely solely on self-disclosure; it will combine human review with AI investigative tools to identify profiles that present photorealistic AI-generated identities.

The company will initially review profiles that meet defined audience thresholds, aiming to cover the majority of artist profiles visited by listeners. Artists whose profiles are labelled after review will be notified and given the chance to provide their own disclosure or appeal the decision. A listener reporting system for suspected AI Personas is also planned.

Identity versus music creation

The AI Persona label focuses on an artist’s public identity, not how their music was made. Spotify already offers AI Credits, which allow artists to disclose the use of AI in individual tracks. The company said the distinction matters because AI can be used in different ways during the creative process, while the new label addresses whether a profile presents an AI-generated identity as a real person.

Wider transparency efforts

The label is part of Spotify’s broader push for transparency around artist identities and AI use. Other measures introduced this year include Verified by Spotify, SongDNA, AI Credits, and Artist Profile Protection. Hundreds of thousands of artist profiles have already been verified through the Verified by Spotify system, and tens of thousands of AI credits are submitted to the platform each day. Spotify said it will continue to refine its approach as generative AI evolves and as it receives feedback from artists, listeners and industry stakeholders.