In a recent move to enhance user experience through artificial intelligence, Spotify has released its highly-anticipated annual campaign, Wrapped 2024. This year, the audio streaming service provider aimed to elevate the Wrapped experience by integrating advanced AI features, including AI DJ and AI Playlist, along with a new feature called "Your Spotify Wrapped AI podcast". The initiative is described by Spotify as a way to leverage "powerful personalisation technology and generative AI", creating hyper-personalised experiences that connect millions of listeners worldwide with audio content tailored to their preferences.
Despite these advancements, the campaign has not been well-received by consumers. According to media intelligence firm CARMA, brand sentiment related to Spotify currently stands at 41.5% positive and 13.6% negative post-campaign release, a significant decline from a previous standing of 50.5% positive and 8.3% negative. Users expressed dissatisfaction with the campaign's heavy reliance on AI, branding the platform as "lazy" and deeming the Wrapped experience "underwhelming".
Analysis by CARMA indicates that Spotify's net mentions reached a peak of 2.9 million on 4 December, as users globally shared their unique Wrapped playlists. However, this enthusiasm dwindled rapidly, with mentions dropping below the 580,000 mark just days later. Prior to the Wrapped release, positive sentiments surrounding Spotify included words like "love" and "happy", often accompanied by positive emojis. In contrast, the sentiment following the Wrapped campaign shifted to include negative terms such as "toxic" and "soul-less", with some users resorting to comparing the brand unfavourably to excrement.
Spotify has been approached for further commentary regarding this situation. The service is not alone in facing backlash over its use of AI technologies. Coca-Cola also encountered criticism earlier this month for an AI-generated advertisement reboot of its classic "Holidays Are Coming" campaign. The ad, which features picturesque scenes of nature and Coca-Cola trucks delivering holiday cheer, garnered largely negative feedback, with viewers labelling it as "distasteful", "scary", and "uninspiring". Critics have described the production as "cheap" and suggested that it fails to evoke the emotional resonance typically associated with holiday-themed advertisements.
As the integration of AI in marketing strategies continues to evolve, both Spotify and Coca-Cola serve as examples of how businesses are attempting to adapt to current trends while navigating consumer expectations and reactions. The implications of these developments could influence future business practices and the deployment of AI technologies in the marketing landscape.
Source: Noah Wire Services