Spotify could bring AI-generated ads to its free version, but why?

Spotify is once again in the spotlight, but not for the long-awaited HiFi tier. Instead, the platform is reportedly testing AI-generated ads for free users, raising questions about priorities and user value. While other music streaming platforms improve their audio quality, Spotify seems to be heading in a very different direction.

AI-generated ads are coming, but not HiFi

According to The New York Times, Spotify is offering brands in the US and Canada a tool to generate scripts and voiceovers using artificial intelligence. The goal is to simplify the ad creation process and increase the volume of promotional content on the platform. This move would allow companies to publish ads more quickly and cheaply, targeting users who don’t pay for Spotify Premium.

While innovation in advertising may benefit brands, it does little to improve the listening experience. Spotify still lacks features like Spatial Audio and high-resolution streaming, both of which are already present in services like Apple Music, Tidal, or Qobuz.

A strategy that prioritizes advertisers over users

The focus on AI-generated ads highlights a growing imbalance between Spotify’s business goals and user needs. Users continue to see price increases without getting added value, especially when the platform still suffers from issues like sexually explicit ads and poor content moderation.

Rather than investing in user-focused improvements, Spotify appears more interested in boosting revenue by increasing ad inventory. That might work in the short term, but it risks alienating listeners already considering alternatives. In the end, if the free-tier experience becomes too frustrating, the plan may backfire.