Spotify has launched its new Prompted Playlist feature in beta for premium subscribers in the U.S. and Canada. Originally tested in New Zealand starting December 2025, the tool leverages generative AI to translate user inputs—such as moods, activities or specific memories—into custom music mixes. The rollout will be completed by the end of the month, allowing premium users to experiment with prompts like “high-energy pop and hip-hop for a 30-minute 5K run” or to specify individual artists and eras. Each playlist refresh can be scheduled on a daily or weekly basis, and includes brief descriptions explaining why each track was selected.

Prompted Playlist builds on Spotify’s existing AI Playlist capabilities by adding an Ideas tab curated by the company’s global editorial team. Early testing indicated that playlists generated through user prompts enjoy a 15% longer average listening time per session compared with standard algorithmic mixes. Spotify’s global head of editorial, Sulinna Ong, highlighted that this level of personalization addresses user feedback about the complexity of creating their own playlists, and aims to boost repeat engagement among premium subscribers.

The introduction of Prompted Playlist coincides with a recent price adjustment for U.S. premium subscriptions, which will increase from $11.99 to $12.99 per month starting in February. Spotify reported adding 4 million premium subscribers in Q4 2025, bringing its total to 212 million. Analysts suggest that enhanced AI features could help Spotify maintain its subscriber growth trajectory, support higher average revenue per user, and differentiate the service in a competitive streaming market dominated by rival platforms. Investors will be watching adoption rates closely to gauge the feature’s impact on churn and ARPU growth.