Spotify announced today (Jan. 7) that it will begin allowing advertisers to sponsor its flagship Discover Weekly playlist, which generates a 30-song playlist of new music each week based on a user’s listening habits.
The new program will launch in beta with Microsoft as the first sponsor, featuring its artificial intelligence campaign Empowering Us All. (Also, as a point of clarification, it’ll be wrapped across Spotify’s free tier, not its paid tier.)
“At Microsoft we are focused on empowering every individual and organization to do more,” Microsoft’s general manager of global media Erin Bevington said in a statement. “Our work in AI is a central part of that mission to unlock human ingenuity. Our partnership with a technology innovator like Spotify offered a way for us to effectively share that message within a personalized entertainment experience powered by AI.”