Spotify Technology SA will begin identifying artist profiles created by artificial intelligence through a new "AI Personas" label, aiming to provide listeners with greater transparency about who is behind the music.

The world's largest music streaming service stated that it wants customers to distinguish between real human artists and artificial ones. Songs from AI Personas will not be recommended in suggested playlists unless listeners explicitly opt in to receive them.

Starting August 11, Spotify will allow artists to self-identify as AI-generated. The labels are expected to appear on artist profiles beginning in mid-September. Spotify also plans to investigate profiles it suspects of representing "photorealistic AI-generated identities" that were not voluntarily disclosed. Additionally, users will be able to flag artists they believe are AI-generated, and artists who feel they have been mislabeled will have an opportunity to appeal the designation.

"Listeners have been clear in telling us that they don't like seeing an artist profile that seems human, only to find out that the persona is AI-generated," the company said while announcing the initiative on Tuesday. "Listeners need to be able to trust that the artist behind the music is who they say they are. That's more essential than ever in the age of generative AI."

Although much of the music on these AI Persona profiles is likely also produced by AI, the label's primary purpose is not about the songs themselves but rather about ensuring consumers know whether the artists are human. Last year, a fake band called the Velvet Sundain ignited a transparency debate after streams of the group's music surged and the creators circulated AI-generated photographs of the nonexistent musicians. Major record companies including Universal Music Group have publicly raised concerns about AI-generated content on streaming platforms, where royalty pools are distributed based on share of total streams.

The music industry continues to grapple with the advantages and drawbacks of emerging technology that enables musical novices to produce professional-sounding tracks within seconds. Spotify has been deploying a range of AI-related products, including AI Credits, a feature that allows artists to disclose how they incorporated AI into their work. The AI Personas initiative goes a step further by focusing on identity rather than creative process, a distinction that aligns with transparency requirements under the European Union's AI Act, which mandates that users be informed when they are interacting with AI systems.

"Although there's a broad spectrum in how artists use AI as a creative tool, the question of whether a profile represents an actual human is one where Spotify can help make a clear determination," the company said.

This story was originally featured on Fortune.com.