Users react to Spotify’s new AI-powered Wrapped feature

Spotify’s annual Wrapped feature, which provides users with personalized music listening insights, has sparked discussion about its evolving format and user reception in 2023.

Key changes this year: Spotify introduced an AI-powered podcast format for its 2023 Wrapped experience, marking a significant departure from previous iterations.

• The new format features synthetic DJs that count down users’ top songs from throughout the year
• Some users noted awkward AI interactions, particularly when discussing consistent listening patterns
• The change represents Spotify’s first major integration of AI technology into its year-end review feature

User reception and polling data: Initial feedback suggests mixed reactions to the 2023 version of Wrapped, with many users expressing preference for previous years’ formats.

• 45% of respondents indicated they preferred previous versions of Wrapped
• Only 5% considered this year’s version their favorite
• 20% appreciated the core features but were skeptical of the AI additions
• 30% remained indifferent to the feature altogether

Behind-the-scenes changes: The departure of Lead Data Alchemist Glenn McDonald in 2022 may have influenced the quality and depth of this year’s listening insights.

• Some users attribute the perceived decline in Wrapped’s effectiveness to McDonald’s absence
• McDonald has since shared independent methods for users to analyze their Spotify listening data
• The situation highlights the impact individual team members can have on popular features

Industry context: Spotify’s Wrapped remains influential in the streaming industry, despite growing competition from other platforms.

• Amazon recently launched its first “Amazon Music Delivered” year-end recap
• Google Photos has introduced its own year-in-review feature
• Spotify’s Wrapped continues to serve as a benchmark for streaming platforms’ annual reviews

Looking ahead: While Spotify’s experimentation with AI technology shows its commitment to innovation, the mixed reception suggests a potential need to balance new features with the elements that made Wrapped popular in the first place.