Spotify is dialing up the personalization with its latest artificial intelligence-powered feature, “prompted playlists.” This new offering allows users to generate custom music mixes by inputting moods, memories, or even specific activities, aiming to simplify the playlist creation process that can often feel daunting.
“We hear from listeners all the time that they love playlists, but making their own can feel daunting,” stated Sulinna Ong, Spotify’s global head of editorial, in a recent announcement. The feature is currently in beta for premium subscribers in the U.S. and Canada and is expected to be fully rolled out by the end of the month, following initial testing in New Zealand.
The “prompted playlists” feature goes beyond simple mood matching. Users can request curated selections for specific scenarios, such as an energetic pop and hip-hop mix for a 30-minute run that gradually transitions to more relaxed tracks for a cool-down. Further customization options allow for the inclusion of specific artists or musical eras, and unlike previous AI playlist iterations, these new mixes can be set to refresh daily or weekly, complete with descriptions for each song recommendation.
This move underscores Spotify’s significant commitment to AI integration. Last year, the company announced substantial investments in AI research and development, forging partnerships with major music labels including Sony Music Group, Universal Music Group, and Warner Music Group. Previous AI-driven features on the platform include the AI DJ, AI playlist, and daylist.
The introduction of “prompted playlists” comes at a time of strategic adjustments for Spotify. The company recently announced a price increase for its premium subscription in the U.S., which will take effect in February, raising the monthly cost to $12.99 from $11.99.
In a significant leadership change, Spotify founder Daniel Ek transitioned from CEO to executive chairman on January 1st. This shift occurred amidst industry discussions and artist concerns stemming from Ek’s investment in the defense technology firm Helsing, where he holds the position of chairman. This investment led to a boycott of the platform by several artists, including Hotline TNT, Deerhoof, and Xiu Xiu.
Continuing its expansion into new content formats, Spotify also began offering music videos to premium subscribers in the U.S. and Canada in December, a move that directly challenges YouTube’s dominant position in the music video market. These ongoing developments suggest Spotify is aggressively pursuing innovation and market share in a competitive streaming landscape.
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