Spotify Rolls Out New AI Policy for Music Labeling, Spam Management

Spotify has unveiled a series of significant updates to its artificial intelligence policy, designed to enhance transparency regarding AI-generated music, vigorously combat spam, and unequivocally state that unauthorized voice clones are strictly prohibited on its platform.

A cornerstone of these revisions is the adoption of the DDEX system, which mandates that labels, distributors, and music partners provide standardized AI disclosures within music credits. This mechanism will offer granular detail on AI integration, specifying, for instance, whether AI was utilized for AI-generated vocals, instrumentation, or post-production processes. As Sam Duboff, Spotify’s Global Head of Marketing and Policy, explained during a recent press briefing, "We know the use of AI is going to be a spectrum, with artists and producers incorporating AI in various parts of their creative workflow." He further noted that this industry standard would "allow for more accurate, nuanced disclosures," moving beyond a simplistic binary classification of AI use.

Spotify simultaneously reinforced its stance on AI-enabled personalization, explicitly stating that unauthorized AI voice clones, deepfakes, and any other form of vocal replicas or impersonation are impermissible and will be promptly removed from the platform. While the DDEX standard is still in its developmental phase, Spotify has already secured commitments from 15 key labels and distributors who intend to integrate this technology, viewing its proactive step as a signal for broader industry adoption.

Recognizing that AI tools significantly lower the barrier to music creation and distribution, potentially leading to an increase in spam, Spotify is also rolling out a new strategy to mitigate this issue. Starting this fall, the company will introduce an advanced music spam filter. This system is designed to identify and tag spam tactics, effectively preventing such tracks from being recommended to users. Duboff elaborated on the necessity of this measure, stating, "We know AI has made it easier than ever for bad actors to mass upload content, create duplicates, use SEO tricks to manipulate search or recommendation systems…we’ve been fighting these kinds of tactics for years." He acknowledged the escalating sophistication, adding, "But AI is accelerating these issues with more sophistication, and we know that requires new types of mitigations." The filter’s implementation will be gradual, allowing Spotify to fine-tune its targeting signals and adapt as the market evolves.

In a related effort, Spotify will collaborate with distributors to tackle "profile mismatches," a fraudulent practice where music is illicitly uploaded to another artist’s profile across various streaming services. The company aims to preempt these incidents before the music goes live.

Despite these stringent new measures, Spotify executives underscored their continued support for the legitimate and non-fraudulent use of AI. Charlie Hellman, Spotify’s VP and Global Head of Music, clarified the company’s position: "We’re not here to punish artists for using AI authentically and responsibly. We hope that artists’ use of AI production tools will enable them to be more creative than ever." He concluded by emphasizing the imperative to "stop the bad actors who are gaming the system, and we can only benefit from all that good side of AI if we aggressively protect against the downside."

While Spotify refrained from disclosing specific metrics on AI-generated content, Duboff informed reporters that "the reality is, all streaming services have almost exactly the same catalog." He further explained that merely uploading tracks does not equate to listenership or monetization, reiterating that "AI usage is increasingly not a binary, but kind of a spectrum of how artists and producers are using it."