streaming platform

In its latest effort to protect human creators from the flood of synthetic music, Spotify will soon require AI-generated identities to carry an “AI Persona” label while barring their tracks from users’ algorithmic mixes.

The change will take effect in mid-September. It follows Spotify’s earlier moves to help subscribers understand the difference between genuine and artificial creators. The platform announced a verification badge in April designed to highlight human artists. In a statement Tuesday, Spotify said the new AI Persona label is meant to make the streamer “the most transparent and trustworthy place to listen to music.” Music from labeled AI Personas will also be excluded from the Swedish company’s personalized recommendations by default.

“While we believe all artists have creative choice in determining how they present themselves, Spotify’s programming is focused on elevating music from authentic artists building careers in music,” the company said .

The AI persona badge will soon appear on an artist’s profile, in the search feature and in playlists.

This is a step in the right direction, said Tiffany Naiman, the director of Music Industry Programs at UCLA. But, she said, she’s more interested in how the company will be identifying AI personas.

“I want to know the process. How [will they] know the difference? Are there going to be [real] artists that get tied up in it?” Naiman said. “It feels very ‘Blade Runner,’ right? Like you’re human, you’re not human.”

Starting Tuesday, Spotify users will be able to identify themselves as AI personas, if applicable. But the company said it “won’t rely on self-disclosure alone” and will use “human review alongside AI investigative tools to apply the label.”

Artists who get labeled as AI personas by Spotify will be allowed to appeal the label. In the coming months, users will also have the ability to report artist profiles as potential AI personas.

The label is the latest feature from the streaming platform that builds on transparency between the artist and their listeners. Recently, Spotify has also introduced SongDNA, an interactive feature that shows the creative team behind the track; AI Credits, a disclaimer where artists can reveal how much AI was used in their creative process and Artist Profile Protection, which allows artists to review and approve all releases on Spotify.

Artificial intelligence is becoming an essential part of Spotify’s business. The company announced a new AI deal last week with the digital music licensing company Merlin. The partnership will enable artists across the more than 30,000 labels and distributors in Merlin’s network to participate in Spotify’s upcoming AI tool. It hasn’t launched yet, but the goal is to let fans create AI-generated remixes and covers of existing songs on the platform.

Spotify is following in the steps of other streaming platforms that have taken more aggressive approaches to the new technology. Deezer, a French streamer, was the first to detect, tag and exclude AI-generated music from algorithmic recommendations. The company recently disclosed that up to 90,000 AI tracks are being uploaded to the platform daily, representing more than 50% of its new music uploads. Tidal has banned AI-generated music from receiving royalties on its platform.

“We know the music ecosystem is evolving, and so will our approach,” said Spotify in a statement. “We’ll continue to adapt as the landscape changes and as we learn from artists, listeners, and industry partners.”

As the threat of artificial intelligence continues to creep into the music industry, major record labels are proposing new guidelines for how music generated by artificial intelligence should be treated on the charts.

The coalition of labels, which includes the industry’s biggest players like Sony Music, Universal Music Group and Warner Music Group, as well as some smaller independent labels like BMG and Concord, is trying to establish a new framework for official charts that better separates human creativity from purely synthetic and unauthorized AI creations.

The proposed guidelines unveiled Wednesday say that AI music would qualify for the charts if the AI service used to create it is “properly authorized and lawful” and if it doesn’t violate any copyright laws. The track also has to be “substantially human-made,” and it shouldn’t raise concerns about stream or chart manipulation.

“The principles are intended to provide a unified roadmap for the consideration of official chart compilers, industry bodies and affiliated stakeholders worldwide,” wrote the coalition. “Together, the organizations proposing these principles stand ready to work with charts and industry bodies around the world to discuss these principles and support implementation of these important safeguards for human creativity by charts and industry bodies.”

The labels are hoping that official charts can both “accommodate appropriate use of AI” and maintain “an authentic celebration of human artistry.”

AI-generated tracks are becoming increasingly prevalent on streaming platforms.

Recently, Spotify added a verification badge to distinguish human artists from AI, and Tidal banned AI-generated music from receiving royalties on its platform. Deezer, a French streaming platform, was the first to detect, tag and exclude AI-generated music from algorithmic recommendations.

The company recently disclosed that up to 90,000 AI tracks are being uploaded to the platform daily, representing more than 50% of its new music uploads.

Despite the coalition’s effort to introduce AI guardrails, some labels involved have already inked partnerships with AI companies such as Suno, Udio and Nvidia. Several music advocacy groups have previously raised concerns about artists facing “non-negotiable AI usage clauses.”

Netflix stock plunged 9% on Friday morning to $67.74 a share, after the streamer’s second quarter earnings report renewed concerns among investors and analysts about the streamer’s future growth.

The Los Gatos-based company on Thursday narrowed its 2026 forecast to $51 billion to $51.4 billion from $50.7 billion to $51.7 billion, causing equity analysts to cut their estimates. The stock reached a new 52-week low on Friday and is down 49% from a year ago.

“This outlook likely reinforces investor concerns,” wrote analysts from Guggenheim Securities in a research note on Friday, which has a “buy” rating on the stock.

Netflix did not immediately respond to a request for comment on its declining stock price.

Investors have been skittish about the amount of time people spend on the streaming platform. Netflix’s share of TV viewing time in the U.S. has steadily declined in recent months as YouTube has gained market share, according to Nielsen data.

Investors are concerned that if people spend less time watching Netflix, it could cause people to cancel their subscriptions and make it more challenging for Netflix to raise prices in markets like the U.S.

Netflix said engagement is healthy on its platform and its programs continue to draw large audiences with popular shows like crime drama series “I Will Find You.”

Netflix said subscribers watched more than 97 billion hours on the streaming service in the first half of the year, up 2% from a year ago.

“We are increasingly concerned that younger generations are less interested in long form content as their time migrates to ‘free’ social media platforms,” wrote Jeffrey Wlodarczak, CEO of Pivotal Research Group in a report on Friday, who has a hold recommendation on Netflix stock. “We believe this will result in slower subscriber growth and attempts by the company to offset this via more aggressive price increases and investment in content.”

Netflix executives in a Thursday earnings presentation emphasized that measuring engagement at the company goes beyond hours spent watching the streaming service.

“There is not a linear relationship between view hours and revenue and profit because all hours are not created equal,” said Greg Peters, Netflix co-CEO on an earnings presentation on Thursday. “All hours don’t provide the same kind of value to the business.”

The streamer said it plans to allocate just over 5% of its content spend on live programming this year. Live content has been a key driver for subscriptions, accounting for six of the top 10 new member sign-up days over the last five years, the company said, even though it makes up roughly 1% of overall watch time this year.

The company is also diversifying the content it offers on its platform, adding live sports games and video podcasts, in addition its large library of TV shows and movies.

Netflix revenue rose 13% to $12.6 billion in the second quarter. Net income was $3.4 billion, up 9% from a year ago.

The company said its advertising business is on track to reach $3 billion in revenue this year, double the amount in 2025.