Spotify has announced a new label called "AI Persona" to signal that an artist's identity may be AI-generated and does not represent a real person. The badge will appear from mid-September on artist profiles, search results, and playlist track rows. Spotify will apply the label both to self-disclosed artists and to other profiles it reviews, aiming to "elevate music from authentic artists building careers in music."

By default, content from AI Personas will be excluded from editorial and algorithmic recommendations, though followers will still see it. Artists can self-disclose starting today, and Spotify will also review profiles to identify those with "photorealistic AI-generated identities." Tapping the badge reveals whether disclosure was voluntary or determined by Spotify, with an appeal process available.

In the coming months, users will be able to report suspected AI Personas. Spotify notes the badge concerns public identity, not music creation—for that, AI Credits and Song DNA apply. The company says its approach will evolve to avoid "spam, slop, or low-effort content" in recommendations.