Last Updated on June 7, 2023 by Robert C. Hoopes
According to reports, Spotify is considering using AI to provide music recommendations to its subscribers and users. There have been rumors that the company is experimenting with a new feature named “What If?” Artificial intelligence draws inspiration from the 1998 film “Sliding Doors” to provide consumers with many paths for discovering new music.
In ‘Sliding Doors,’ the film follows two overlapping narrative cycles to demonstrate how the protagonist’s choices may have far-reaching consequences. Spotify’s ‘What If?’ artificial intelligence function seeks to provide a similar service by recommending alternative tracks depending on the user’s current situation.
As advanced as Spotify’s current recommendation algorithm is, the ‘What If?’ AI feature is anticipated to be even more so. Supposedly, the AI will examine a user’s playlists, tastes, and listening habits before making music recommendations based on a variety of hypothetical situations.
If a user typically prefers rock music, the “What If?” AI might recommend a different genre based on the hypothetical scenario of the user experiencing a pop concert or learning about a new artist. If a user is feeling stuck in a musical rut but is still interested in discovering new styles, the AI could recommend alternative routes.
It’s easy to see how useful this feature may be. As a result, it has the potential to increase users’ time spent on the platform while also expanding their musical horizons. It might also help Spotify stand out from the crowd of streaming services and keep it at the top.
However, this functionality is not without some risks. Some users may become detached because, for instance, they find the AI-suggested alternatives to be irrelevant or unappealing. A negative user experience can also result if the AI makes incorrect recommendations, such as recommending songs that the user has already heard.
Apart from these concerns, the ‘What If?’ AI function has the potential to revolutionize the music streaming industry and make significant strides in the field of artificial intelligence. As a result, it has the potential to increase users’ time spent on the site while also expanding their musical horizons. It may also help Spotify stand out from the crowd of streaming providers and keep it at the top.
It will be exciting to watch how Spotify develops and deploys the ‘What If?’ AI feature in the next months and years since it has the ability to fundamentally change the manner in which we find and enjoy music.