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Spotify will attach a special “AI Persona” label to the accounts of artists whose public persona has been created using technology rather than being a real person, the platform announced. By default, accounts with this label will be excluded from editorial and algorithmic recommendation lists, which is the most significant aspect of these new rules.
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There are two options for this labeling. Musicians can self-designate their AI Persona status starting Tuesday via the Spotify for Artists service, using a new setting in their profile and identity settings. Spotify will automatically assign the “Likely AI Persona” badge to accounts it deems to feature photorealistic images generated by AI, processing a queue of reviews based on the profile’s audience size.
Company representatives noted that Spotify will not rely solely on voluntary self-declarations; therefore, human moderators will work alongside its automated detection tools. Listeners will see the first labels in mid-September, initially on mobile devices, where they will appear in the profile banner, the artist information section, search results, and in the track listings within playlists. A reporting tool that will allow users to flag suspicious, unlabeled AI-generated personas is expected to be released in the coming months.
The distinction Spotify is making is stricter and narrower than what is suggested by the news headlines, and the platform is proceeding very cautiously on this issue. As Spotify noted in its own statement, this label applies directly to the artist’s public image, not to the methods used to create the music itself. A human songwriter who used generative tools while working in the studio is not subject to these restrictions.
The rules are aimed at fictional artists with synthetic faces and fabricated biographies. Spotify has identified whether a profile belongs to a real person as a criterion on which it can make a clear determination – a task that is significantly simpler and more feasible than verifying the origin of every individual track.
There is one exception to being removed from recommendations. If a listener has independently shown interest in an AI persona – for example, by following their page – the music will continue to appear.
It is specifically the passive channels for content discovery – editorial playlists and algorithmic feeds – that account for the lion’s share of all streams on the Spotify platform that are being phased out. Musicians who have been notified of the planned labeling can review the data themselves or appeal the decision, and the status assigned by Spotify can only be removed by Spotify itself following a review. No other sanctions, aside from the label and removal from recommendation lists, have been announced.
These measures are being implemented after a year in which the issue of the volume of generated content ceased to be hypothetical. Deezer, which publishes download figures unlike Spotify, reported in July that more than 50% of the tracks uploaded to its service daily are created using AI, amounting to approximately 90,000 tracks and representing an increase from 44% in April.
Spotify removed more than 75 million spam tracks in the 12 months leading up to September 2025, when it launched a policy to combat impersonation and adopted the DDEX standard for disclosing AI usage in metadata. Sixteen distributors and labels adopted this standard at launch, while Universal and Warner expressed their support without formally joining the initial group.