Why Spotify AI more than music will be the secret to keeping subscribers

A recent Spotify-ChatGPT deal is one more sign of how AI may be the best defense for a streaming music service in a me-too market for subscribers.

Streaming music apps have been nudging users into the artificial intelligence era with a limited track record of success. But AI-based recommendation tools from Apple, Amazon and pure-play streaming company Spotify are moving ahead, with Spotify's latest approach to the future of personal music discovery leaning into the AI prompt in multiple formats. Experts say these tech investments may be critical to Spotify's ability to build a moat around its business as the core input, music, becomes commoditized across the streaming apps.

A new ChatGPT integration rolled out recently by Spotify allows users to connect their accounts directly to OpenAI's generative AI chatbot. The launch is good for OpenAI in its broader effort to turn ChatGPT into a platform for third-party apps that function inside conversations. For Spotify, it's a bet that personalized music and podcast recommendations will be improved through the now-familiar format of chatting with an AI and letting it know what you want.  

Spotify users can ask for songs, artists, albums, playlists or podcast episodes by mood, genre or topic. Results surface inside ChatGPT and open in the Spotify app for playback. Users can interact with the recommendation, and offer specificity beyond what is possible with a classic "like/dislike" feedback option.