Spotify knows your taste, maybe even better than you know it yourself. They use advanced predictive technology to find new music that the users will enjoy.
We are now used to the fact that many online services give us product recommendations: we know it from Amazon or Netflix. But have you ever thought how much effort goes into figuring out what each individual will like? Spotify offers millions of songs but with such a wide selection, choosing the right thing is not any easier. There are probably people out there who know exactly what they like and want to listen to, but I know for a fact that there are also so many people like me who sit there looking at the screen going “what do I choose?”. Without the algorithmic help we receive from the app, it would be difficult for us to discover new artists – and in the past, we did it simply by listening to the radio. Listeners will likely find new tracks of their favorite artists by themselves, but they may not be able to discover new ones that will appeal to their tastes.
Spotify solves this problem for its users. It presents users with their personal Discover Weekly playlists that include new tracks they are likely to enjoy. An interesting fact here is that if you decide to let someone use your account, the algorithms will ignore short-lived (even if drastic) changes in listening habits and still provide you with accurate suggestions.
In my article about artificial intelligence for customer service, I also described the case of Spotify using data about their customers to create a special, and funny, campaign. They analyzed user data to discover unusual listening habits and some wonderful discoveries were made. And used on billboards.