Spotify rolled out its AI‑powered Prompted Playlist feature to Premium subscribers in the U.K., Ireland, Australia, and Sweden on February 23 2026. The tool lets users describe a vibe or scenario and generates a custom playlist with a brief explanation for each song, allowing for scheduled refreshes that keep the content fresh on a daily or weekly basis.
The expansion follows a phased rollout that began with beta testing in New Zealand, followed by launches in the U.S. and Canada. The beta phase included usage limits and early user feedback that highlighted the feature’s ease of use and the value of AI‑generated curation, while also identifying areas for refinement such as occasional mismatches in song selection.
Spotify’s broader AI strategy aims to deepen engagement and drive premium conversion. By enabling users to create playlists from natural language prompts, the company expects to increase time spent on the platform and strengthen the funnel to paid subscriptions. The feature also supports scheduled refreshes, which can help maintain user interest over time.
While the competitive landscape remains crowded—with Apple Music and Amazon Music also exploring AI‑driven personalization—Spotify’s Prompted Playlists represent a significant step in its AI transformation. The feature is part of a suite of AI initiatives, including AI DJ and earlier AI playlist tools, that collectively aim to differentiate Spotify’s user experience.
Gustav Söderström, Co‑CEO, emphasized the company’s deep integration of AI, noting that “thanks to the popularity of AI coding tools, the company’s top developers haven’t written a single line of code since last December.” He added that Prompted Playlists are “a broader shift in how we think about personalization and what we think consumers will expect from their services in the future.”
The launch aligns with Spotify’s recent earnings narrative, where the company highlighted strong user engagement and the role of AI in driving growth. The Prompted Playlist expansion is a tangible example of the AI roadmap that has been a key focus for investors and analysts alike.
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