Spotify launches AI-powered Taste Profile in the US, giving listeners control over recommendations
Spotify is rolling out Taste Profile to Premium subscribers in the US, allowing them to see how the service understands their tastes and to request changes via natural language. The feature, powered by Spotify's AI, was first unveiled at SXSW and tested in New Zealand. Users can adjust recommendations to get more variety or exclude certain genres or artists.
The feature builds on Spotify's existing tools for refining recommendations, which previously only allowed users to exclude specific tracks or playlists. A recently added toggle also prevents children's music from influencing parental recommendations. Taste Profile goes further by making the underlying algorithm visible and editable.
The rollout follows a beta test in New Zealand and a March unveiling at SXSW by co-CEO Gustav Söderström. The feature targets listeners 18 and older in the U.S., Spotify's largest market. Users access it through their profile, submit natural language requests, and see updated Home feed suggestions within hours.
This feature could shift how listeners relate to algorithmic curation, giving them a more active role in shaping their audio experience. Users who feel trapped in narrow recommendation loops may find it easier to explore new genres or filter out unwanted content. However, the feature's reliance on user input may also create new expectations around personalization, potentially affecting how Spotify balances user control with its own recommendation strategy.