Remember when there used to be value in a checkmark on social platforms? The practice was once a badge of credibility, signaling a person or an outlet you could trust. You had to work to earn those badges, proving to your audience that your content was reliable and worthwhile. Over the last several years, the checkmark has shifted from a marker of credibility to something bought and paid for. Now, Spotify is attempting to make it a rite of passage for human-made music.
Last week, Spotify introduced a ‘verified’ badge to help users identify when an artist on its platform is human, not AI-generated. This marks the latest step by streaming platforms trying to sift out AI-generated music, despite its growing popularity among listeners.
The announcement did not address whether the ‘verified’ badge would apply to another growing AI dilemma in audio: the AI-generated podcast. Since the beginning of on-demand audio, few creators believed it would take hold in a genre built on connection and authenticity. But, like music, times are changing.
According to Edison, Spotify is the second-largest podcast network in the United States. It sits between SiriusXM and iHeartMedia, which are reportedly exploring a merger to further dominate the on-demand audio space.
Spotify also reported in its Q1 findings that its monthly active user base jumped 12% year over year to 761 million. The platform’s audience is growing in a content race that every creator is trying to win.
The Growth of AI-Podcast
AI podcasting is no different from AI music. The technology offers cost savings and new opportunities for creators who lack the resources to enter the space. From developing content ideas to handling distribution and monetization, many now rely on free AI tools to move quickly.
According to the Los Angeles Times, there were already hundreds of thousands of AI-generated podcasts available across platforms as of December. These podcasts cost less to produce, often sound polished, and can be created rapidly, all with the intent of disrupting the industry.
Former Jeanine Wright has launched her own company, Inception Point AI, to develop AI talent capable of hosting podcasts. The company aims to expand those capabilities into influencer roles across social media, literature, and beyond.
“I think that people who are still referring to all AI-generated content as AI slop are probably lazy luddites. Because there’s a lot of really good stuff out there,” Wright said to the Hollywood Reporter last year.
For context, Wondery ranks as the fourth-largest podcast network, behind SiriusXM, Spotify, and iHeartMedia, according to Edison.
This trend isn’t limited to startups—it’s also gaining traction among major industry players.
Last year, The Washington Post launched Your Personal Podcast, an AI-driven product that customizes audio content based on a user’s reading history. Amazon also recently introduced an AI-generated ‘podcast’ featuring two AI hosts who discuss product reviews and descriptions while answering user questions about potential purchases.
While these examples operate within their own ecosystems, the broader concept of AI-generated podcasts is quickly becoming the norm rather than the exception.
Verification MIA
According to a recent report from Podcast Index, published by Inc.com, nearly 39% of podcast feeds created within a recent nine-day span ‘might’ have been AI-generated. The report noted that many of these shows were distributed across multiple platforms. Often through Spreaker, which is owned by iHeartRadio.
While Spreaker clearly labels AI-generated content, other platforms do not provide the same level of transparency.
For example, one podcast from Wright’s Inception Point AI—101 – The Secretary of Energy—was uploaded through Spreaker and distributed to other platforms. On Spreaker, the April 28, three-minute episode on gas prices includes a clearly visible label identifying it as AI-generated.
However, on platforms like Spotify, iHeartRadio, and Apple Podcasts, that same distinction is absent. There’s no button, no alert, and no checkmark of any kind to inform listeners. Sure, there’s a disclaimer deep at the bottom of the description. However, the likelihood of someone scrolling to the bottom of that is closer to zero than anything.
So, if Spotify is willing to verify the authenticity and trustworthiness of artists on its platform, shouldn’t that effort extend to podcast creators as well?
The reality is simple: the same technological wave pushing Spotify to separate human-made music from AI-generated tracks is already hitting podcasting. It may be moving faster and with far less transparency.
Can’t Play Favorites
If a badge is still meant to signal trust, then limiting that signal to music ignores where the next credibility crisis is already unfolding.
AI-generated podcasts are not a future concern; they are a present reality, scaling rapidly with fewer guardrails and disclosures across platforms. Unlike music, where listeners may tolerate experimentation, podcasting has always relied on connection, voice, and authenticity.
If platforms are going to draw a line in the sand for music, they don’t get to stop there.
Because in an ecosystem where anyone—or anything—can publish at scale, verification can’t be selective. It has to be systemic.
Otherwise, the checkmark doesn’t restore trust. It just exposes where it’s missing.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
