Regardless of the launch of Spotify’s Synthetic Intelligence DJ in February, the corporate’s extremely anticipated 2023 Spotify Wrapped marketing campaign is selecting to “have a good time the actual stuff this yr.”
The best way to get the Spotify AI DJ
For the previous 9 years, Spotify Wrapped has had the definitive phrase on our listening habits (and end-of-year Instagram Tales) by sharing customers’ prime artists, songs, and genres of the yr. However it would not finish there: Every Wrapped marketing campaign is designed round a unique theme that correlates to the passing yr. In accordance with Wrapped, 2022 was a yr of “emergence” the place “every thing [was] occurring directly,” whereas 2021 was all about soundtracking the “new regular.”
We wished to make it as a push to the onslaught of augmented stuff that got here our method
Wrapped 2023 highlights the “actual stuff” amidst a barrage of more and more AI-generated content material. “We wished to make it as a push to the onslaught of augmented stuff that got here our method,” Marie Rönn, the World Group Artistic Director at Spotify, advised Mashable at a press briefing on Nov. 28. “We really feel that every one the music that folks do and all of the fan reactions is what’s actual. When somebody desires to precise one thing with their music, it is very actual. And after we take heed to a bit of music, that feeling we really feel may be very actual.”
The emphasis on realness in opposition to augmentation this yr appears to contradict Spotify’s personal use of generative AI in 2023. Not solely did it launch its AI DJ which makes use of a mix of personalization expertise, generative AI, curation, and an AI voice, however it additionally launched AI voice translation for choose podcasts utilizing Open-AI’s voice-generating expertise. Neither of which feels notably actual. In any case, AI DJ is augmenting the way in which we take heed to and uncover new music.
Moreover, X, the AI DJ, will probably be solely spinning customers’ Spotify Wrapped this week, including some extra commentary. The Wrapped marketing campaign consists of the choice to wander across the Wrapped expertise on Spotify Roblox Island and “climb the charts within the metaverse” — all of which occurs exterior of the scope of actuality.
You possibly can’t have your AI cake and have a good time realness too.