Spotify is deepening its role in shaping the future of music technology, announcing that it will collaborate with Sony Music Group, Universal Music Group, Warner Music Group, Merlin, and Believe to create what it calls “artist-first” AI music products.
The effort reinforces Spotify’s message that technology should amplify, not diminish, human creativity. The company wants AI to serve musicians, not compete with them.
Building responsible AI in music
Spotify’s initiative centers on collaboration with rightsholders and artists to ensure AI supports music creation. The company outlined four principles for its AI work: direct licensing partnerships, choice in participation, fair compensation, and stronger artist-fan connections.
Alex Norström, Co-President and Chief Business Officer, said technology “should always serve artists, not the other way around,” emphasizing Spotify’s focus on protecting creative rights and providing new tools for expression. Co-President and Chief Product and Technology Officer Gustav Söderström called AI “the most consequential technology shift since the smartphone,” adding that Spotify intends to shape this future in step with the music industry.
Spotify is building a dedicated AI research lab and product team that will combine internal R&D with external collaborations. Its goal, the company noted, is to make sure the future of music innovation happens responsibly.
Major labels align on AI ethics
The announcement marks a rare public show of unity among major record labels, who have often been cautious toward the role of AI in music production.
Rob Stringer, Chairman of Sony Music Group, said the collaboration reflects a belief that direct licensing before product launches is “the only appropriate way to build them.”
Universal Music Group Chairman and CEO Sir Lucian Grainge praised Spotify’s move as key to ensuring AI products thrive “within a commercial landscape in which artists, songwriters, fans, music companies and technology companies can all flourish.”
Warner Music Group CEO Robert Kyncl said his company has prioritized keeping AI working for artists and songwriters, not against them, and welcomed Spotify’s “thoughtful AI guardrails.”
Indie-focused distributor Merlin and digital music company Believe also expressed support. They noted that Spotify’s approach aligns with their principles of copyright protection, transparency, and artist empowerment.
From AI crackdown to AI collaboration
The partnership follows Spotify’s September crackdown on AI-generated spam and deepfake tracks. The platform removed more than 75 million low-quality or fraudulent songs and introduced new policies banning unauthorized voice cloning and requiring AI content labeling.
That earlier policy showed Spotify’s intent to clean up its catalog while leaving space for responsible innovation. With this new round of partnerships, Spotify is defining its role as both a guardian and innovator in the AI music landscape.
The company said that while some in the tech industry argue copyright should be abolished, “Musicians’ rights matter. Copyright is essential.” Its decision to work directly with rightsholders shows Spotify views AI not as a threat to creativity, but as a tool to be guided through ethical collaboration.
What it means for the music and tech industries
For Spotify, these alliances could serve as a strategic hedge, assuring artists and labels of fair treatment while keeping the company at the forefront of AI-driven personalization and music discovery.
The partnerships also reinforce Spotify’s existing AI features like its DJ, Daylist, and AI Playlist, which the company said “help listeners discover their next favorite artists in new ways”.
In the broader context of generative AI, Spotify’s decision reflects a maturing industry stance: rejecting exploitative uses of the technology while investing in research that enhances human creativity.
The broader conversation about AI in music promotion has intensified after fans accused Taylor Swift of using AI in her The Life of a Showgirl campaign.
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