Spotify is rolling out a new feature to flag artist profiles that have been generated by artificial intelligence, the streaming platform announced. The “AI Persona” badge, set to begin appearing on some profiles from mid-September, will warn listeners when an “artist’s identity may be AI-generated and does not represent a real person.”

A Response to Listener Frustration

Spotify said the change is intended to give users “more transparency” about what they are listening to. The move follows feedback from music fans who told the platform they were unhappy discovering that profiles they believed belonged to real musicians were in fact AI-generated.

Mixed but Broadly Positive Reaction From Fans and Musicians

The concern over AI-generated music has been building among both listeners and working musicians for some time. Alex Winn, guitarist for the North East band Swindled, which performed on the Introducing stage at BBC Radio 1’s Big Weekend in May, told BBC Newsbeat he sees the labeling feature as a positive step. “It almost separates the people who have created music properly from the people just using AI,” Winn said, adding that he believes listeners want to “connect emotionally with music” in a way he does not think AI-generated content can replicate.

Winn also said he hopes the label will help listeners make more informed choices and support a fairer playing field for human artists competing against AI-generated content. “Bands are finding it hard to compete no matter what, nevermind with some AI bands taking over,” he said.

Music fan Leon Keenan, 20, said he would not go as far as removing AI-generated music from the platform entirely, but supports clearer labeling. “I definitely don’t like AI music, it’s really bad, music is about the passion,” he said.

Fellow listener Ellie Sumner, 21, said she has previously been fooled by AI-generated content without realizing it. “It’s very easy to be like ‘AI is so obvious’ and maybe look down on my parents and grandparents falling for it, but I’ve definitely fallen for AI before,” she said. “It’s sad that we have to label it, but also quite necessary.”