Spotify will begin labelling artist profiles created using artificial intelligence (AI) as part of new measures aimed at improving transparency and building trust on its music streaming platform.

The company announced that from mid-September, listeners will start seeing an AI Persona badge on artist profiles where the public identity appears to be generated using AI rather than representing a real person.

According to Spotify, the initiative forms part of a broader effort to ensure users can distinguish between human artists and AI-generated personas while strengthening confidence in the platform.

Artists will also be able to disclose through Spotify for Artists if their profile represents an AI persona.

Spotify said it will independently review artist profiles and apply the badge where it determines that an artist’s name, image, or public identity appears to have been created using photorealistic AI.

Where the company applies the label following its review, affected artists will be notified and given the opportunity to either self-disclose or appeal the decision.

The AI Persona badge will appear on artist profiles, in search results, and alongside tracks in playlists. Users who tap the badge will be able to see whether the artist voluntarily disclosed their AI identity or whether Spotify applied the label following its own assessment.

Spotify said AI-generated personas will not be included in its editorial playlists or algorithmic recommendations by default. Such music will only appear in personalised recommendations if listeners deliberately choose to follow those profiles.

The company said the policy is intended to prioritise authentic human artists while recognising that AI remains an emerging creative tool in music production.

Alongside the new labels, Spotify has introduced additional features designed to improve transparency across the platform.

These include Verified by Spotify, which confirms that an artist is a real person; AI Credits, which allow musicians to disclose how AI was used during music creation; and SongDNA, which provides information about the artists, producers, and contributors behind a recording.

Spotify has also launched Artist Profile Protection, enabling musicians to review and approve releases before they appear on their profiles to prevent impersonation and misattributed music.

The streaming platform said it is also refining its recommendation systems to prioritise authentic artists while limiting the visibility of spam, low-quality, and misleading content.

The changes come as streaming platforms face increasing scrutiny over the growing use of generative AI in music production and the need to clearly distinguish AI-generated content from work created by human artists.