Spotify is set to introduce “AI Persona” labels for artists whose identities are generated by artificial intelligence, while excluding their music from the platform’s editorial and algorithmic recommendations.

The music streaming company announced Tuesday that the new labels will begin appearing in mid-September, helping users distinguish AI-generated artist identities from real people.

The “AI Persona” badge will appear on artists’ profile banners and About sections, in search results and alongside tracks across playlists.

Spotify will allow artists to voluntarily identify themselves as AI Personas, but said it will not rely solely on self-disclosure.

The company will also review artist profiles where names and imagery appear to represent photorealistic, AI-generated identities.

The review will initially focus on profiles that meet predefined audience thresholds, allowing Spotify to prioritize AI Personas with larger audiences.

Under the new policy, Spotify will generally exclude AI Personas from editorial and algorithmic recommendations, as well as users’ personalized recommendations. An exception will apply when a user explicitly follows an AI Persona, which Spotify said signals a direct interest in hearing more of that artist’s music.

The move expands Spotify’s broader efforts to regulate AI-generated music on its platform. The company first announced its AI music policy in September 2025, including measures to identify and label AI-generated music using industry-standard techniques and remove unauthorized AI voice clones and deepfakes.

Spotify is seeking to balance the growing use of AI in music with concerns about the rapid production of low-quality, mass-generated content.

The company has continued to introduce AI-powered features, including Prompted Playlists, AI DJ and its AI-powered chat experience, while also exploring AI remixes.

At the same time, it faces pressure to prevent an influx of low-quality AI-generated music from overwhelming its platform and damaging the user experience.

Spotify has warned that allowing such content to proliferate could undermine the quality of its service and potentially contribute to subscriber cancellations.