Spotify shines a spotlight on consumer choice at Elevate Festival in Toronto
Spotify, the Swedish audio platform, used Elevate Festival in Toronto to demonstrate how it is putting listeners in control and championing consumer choice. David Nyhan, Spotify’s Product Director for Personalization, outlined a vision where innovation meets user autonomy, giving every listener a more personal, more human listening journey.
Speaking on stage, Nyhan highlighted how Spotify is helping Canadians—across Ontario, Quebec, and beyond—discover the right song, podcast, or story for the right moment. The company is rolling out new features that let listeners shape their audio experiences while keeping a firm hand on the wheel of creativity.
Giving Listeners More Control, One Moment at a Time
At the core of Spotify’s Elevate showcase is a suite of personalization tools designed to feel natural and empowering. The launchpad for these tools includes DJ, a personalized experience that adapts to each user’s tastes and preferences. It’s like having a friendly radio host who knows your music history guiding you through a listening session. In addition to DJ, the AI Playlist feature invites listeners to turn their most creative ideas into fully realized playlists, expanding the ways people express their sonic identity.
Spotify has also introduced practical controls that help preserve personal taste. New options include Exclude from Taste Profile, which keeps recommendations aligned with your core preferences, and Hide and Snooze, allowing listeners to take a break from tracks that aren’t hitting the right note in a given moment. These controls exist to ensure that personalization enhances choice rather than narrows it.
DJ’s reach has grown rapidly, now available in more than 60 markets. It offers a familiar voice that introduces songs and artists in a way that mirrors a radio host who truly understands your taste. Since May, DJ can even take song requests in real time, enabling listeners to curate the vibe for any moment—whether it’s a morning workout or a late-night wind-down.
Personalization Meets Conversation: ChatGPT Integration
Most recently, Spotify expanded personalized recommendations through ChatGPT integration. This collaboration broadens access to discovery across more devices and allows listeners to find songs, artists, or playlists via simple, conversational requests. Phrases like “Play something relaxing for my Sunday brunch” or “Find me new Québécois pop artists” illustrate how natural language can guide music discovery without interrupting the flow of listening.
A Human Touch Behind Every Playlist
Spotify emphasizes that user discovery is guided by people—music and culture experts, sound editors, and storytellers—who shape each experience to ensure it remains human, diverse, and inclusive. Nyhan underscored that technology serves as a creative partner, not a replacement, and that behind every feature is a team that loves music and culture as much as the listeners do.
The blend of innovation and curation has kept Spotify a trusted destination for listeners seeking something new and for artists hoping to reach the right audience. The Elevate festival moment reinforces a broader industry trend: personalization that respects choice while expanding the horizons of discovery.
Personalization That Protects Choice
Spotify frames its ongoing innovation around consumer choice. Canadians can explore new voices, genres, and stories while maintaining control over what they hear. Whether it’s a daily mix for the commute or an audiobook that suits the mood, Spotify’s learning algorithms aim to enhance moments rather than dictate them.
“Our goal is to make every moment of listening more personal, without taking away the joy of choice,” Nyhan said. “It’s about building connections.”
With the Canadian and Québécois artist communities thriving, Spotify remains a platform where personalization, curation, and creativity come together to shape the future of listening—one personal moment at a time.
