Spotify released its highly anticipated end-of-year campaign, Wrapped, on December 4th, but not everyone is happy with the changes. Users took to social media to express their disappointment with the AI-powered features and the removal of specific information like top music genres. In previous years, Wrapped highlighted users’ listening habits and celebrated their musical tastes.
However, this year’s campaign faced criticism for its lackluster design and lack of personalization. Instead of the usual features, Spotify added new AI-powered elements, including descriptors to reveal “the musical phases that uniquely defined your year.”
The music streaming platform also introduced an Audio Overview built with Google’s NotebookLM, allowing users to dive deeper into their top songs, artists, and genres through two dynamic AI podcast hosts.
Spotify’s AI changes disappoint users
However, many users found the AI-generated content to be random and lacking in substance. The backlash against Spotify comes at a time when consumers are increasingly critical of brands using generative AI in their marketing campaigns. Coca-Cola, Toys ‘R’ Us, Apple, and Google have all faced similar issues with their AI-generated ads.
Some users connected the past job cuts at Spotify with its new AI features, expressing concerns that the technology is replacing creative jobs. In 2023, the company laid off more than 1,500 employees, partly due to “slowing economic growth and expensive capital.”
While Spotify has not responded to the Wrapped backlash, it is clear that consumers are becoming more skeptical of AI-generated content and its impact on the creative industry. As brands continue to experiment with this technology, they will need to find a balance between innovation and maintaining the human touch that resonates with their audience.
