Spotify Unveils AI-Driven Platform Push With “Prompted Playlists” Feature

Swedish streaming giant Spotify is accelerating its shift toward an AI-powered music experience, spotlighting a suite of interactive tools,most notably a new Prompted Playlist feature that aims to give users more active control over music discovery.

At its Q4 2025 earnings presentation, co-CEO Gustav Söderström described the company’s vision for an “agentic media platform” where listeners are no longer passive recipients of recommendations but can interact directly with the service using natural language. The Prompted Playlist feature, currently in beta for Premium users in select markets, generates personalised playlists based on users’ descriptive prompts, allowing them to specify mood, genre, activity or cultural context in their own words.

The development builds on Spotify’s earlier AI innovations and partnerships, including collaborations with major labels to co-develop creator-centric AI products. Spotify also continues to explore AI’s role in areas beyond music, such as podcasts, audiobooks and language datasets, positioning itself as an interactive hub for diverse audio formats.

While embracing AI-generated music and tools like Prompted Playlists, Spotify acknowledges ongoing industry challenges around rights frameworks and ethical labelling of AI-assisted content, leaving creators responsible for disclosing how their work was made. The company sees this growing catalogue and increased personalisation as key to deeper user engagement and long-term growth.

Spotify’s latest earnings report also showed continued growth in users and revenues, reinforcing confidence in its tech-led strategy.