Given the enormous stakes at play, when business leaders talk about AI, people listen.
In May, Dario Amodei, CEO of AI firm Anthropic — who stands to personally benefit from companies’ widespread adoption of his technology — gained widespread attention after he predicted that AI will wipe out half of all entry-level jobs within five years. And in music, Sony Music CEO Rob Stringer, in an annual presentation to investors, said the company is “going to do deals for new music AI products this year” and that it has “actively engaged with more than 800 companies” on various AI-related initiatives.
Perhaps most notable, at least on the music front, are the comments made about AI in various interviews given by Spotify CEO Daniel Ek in recent years. In them, he’s provided insights into how Spotify, the most valuable and important music platform in the world, approaches the technology. Ek’s comments carry weight: While generative AI platforms such as Suno and Udio have stirred the greatest amount of fear over AI’s ability to undermine human creativity, the largest music platforms will play a huge role in how both creators and listeners engage with it.
Understanding Spotify’s approach to AI doesn’t always require reading tea leaves. Some of its products that use AI are out in the open. For example, in 2023, the company launched two major products that utilize the technology: a personalized AI-powered DJ and a voice translation tool for podcasters that can translate recordings into other languages.
Still, given that the company’s attitudes and approaches to AI will affect Spotify’s 678 million monthly users and millions of creators, it’s worth examining Ek’s statements to see how Spotify intends to incorporate AI, embrace opportunities and address concerns. To that end, this author examined 10 podcast interviews, numerous online articles and a 2024 open letter Ek penned with Meta CEO Mark Zuckerberg to get a better sense of how he views the technology.
The one aspect about AI that Ek has talked about most often is its ability to help Spotify deliver to listeners the right audio — whether it’s music, a podcast or an audiobook — at a particular moment. He has described a mismatch between supply and demand, and how using new innovations can help better connect listeners and creators. Right now, Spotify users can search and find what they want 30% to 40% of the time, Ek told the New York Post in May, adding that he believes AI can improve that number. “So, we still have some ways to go before we’re at that point where we can just serve you that magical thing that you didn’t even know that you liked better than you can do yourself,” he explained.
Most germane to people reading this article, the interviews show that Ek has consistently voiced a respect for creators and a belief that AI should enhance creativity, not replace it. That may not reassure songwriters who are receiving fewer royalties after Spotify adopted a lower royalty rate afforded to bundles in the U.S. Ek’s stated respect for artists also contrasts with the criticism Spotify has attracted — as detailed in the book Mood Machine and news reports — for paying flat fees for music tagged with fake artist names and inserted into playlists in order to reduce its royalty obligations. (Spotify denied claims that it’s created fake artists.) But in his public comments, Ek’s support for creators doesn’t waver, and there’s no indication that Spotify will follow in the footsteps of Tencent Music Entertainment, which offers music-making generative AI tools — it incorporates Chinese AI company DeepSeek’s large language model — and allows users to upload the resulting songs to its QQ Music platform.
But AI can aid the creative process without stepping on creators’ rights, and Ek has talked with excitement about how AI tools can help lower barriers to entry and help musicians bring their visions to life. Although making music no longer requires learning and mastering an instrument, there’s still some technical know-how involved in producing music on digital audio workstations (DAWs). AI tools can reduce the complexity of DAWs and increase creators’ productivity. “We’re most likely going to have another order of magnitude of simplicity,” Ek said on the Acquired podcast in 2023.
At the same time, Ek admits there are some frightening potential applications for AI. In 2023, he told CBS Morning that AI can make experiences in every field “better and easier,” while admitting that the notion that AI will be smarter than any human is “daunting to think about what the consequences might be for humanity.” And despite the potential for AI to unleash untold amounts of creativity, Ek admits that the ultimate outcome for creators is difficult to ascertain. “We want real humans to make it as artists and creators, but what is creativity in the future with AI? I don’t know,” he said in May at an open house at Spotify’s Stockholm headquarters, according to AFP.
Just as lawmakers and music industry groups are pushing for legislation to protect artists’ names and likenesses, Ek has revealed concern about AI’s ability to replicate a musician’s voice. “Imagine if someone walked around claiming to be you, saying things that you’ve never said,” he told Jules Terpak in 2024. Spotify wouldn’t allow it on the platform without the artist’s permission, Ek said, citing Grimes — who launched a project in 2023 allowing fans to replicate her voice to use in their songs and evenly split the royalties — as an example of permissible use of an AI-generated name and likeness. “Of course, we will let her experiment, because she’s fine with it,” Ek said.
Now that Spotify is in the audiobook business, the company’s use of AI will impact a wider swath of creators than just musicians. As Ek told The New York Post, Spotify “can play a role” in getting more books converted into audiobooks using AI — specifically smaller authors who can’t afford the expense of hiring someone to read them. Such affordable text-to-voice tools already exist and are offered to authors who would otherwise be locked out of the audiobook market. It makes sense: Just as Spotify was built on providing listeners the long tail of music, it doesn’t want its audiobook selection to be limited to major titles. If Spotify builds or buys such a tool, it could vastly increase the number of audiobooks available to its listeners.
In the interview with CBS Morning, Ek quoted Microsoft co-founder Bill Gates to explain how he finds inspiration in innovation. “He says that the future is already here,” Ek said during the 40-minute talk. “It’s just not evenly distributed.” What Ek means is that he looks around the world, sees what others are doing with technology and then considers how he can bring those innovations to a wider audience. And as the CEO of the world’s largest and most influential audio streaming service, how he chooses to approach AI will go a long way in determining — for better or worse — how millions of people create, consume and profit from music, podcasts and audiobooks in the future.
