Spotify has become the gold standard for AI-powered personalization, and product marketers can learn valuable lessons from their approach. The streaming giant uses AI to analyze listening habits of millions of users, creating personalized playlists that keep listeners engaged and drive increased streaming time for those who engage with personalized content.
What PMMs Can Learn from Spotify
The key insight is that Spotify doesn't just recommend music—they create personalized experiences that feel curated specifically for each user. Features like Discover Weekly and Daily Mix demonstrate how AI can surface relevant content that users didn't know they wanted. For PMMs, this translates to using AI to deliver the right product message, to the right person, at the right time in their journey.
The results speak for themselves: increased artist discoveries, higher engagement with personalized content, and stronger user retention. Product marketers can apply these principles by using AI to personalize product recommendations, customize onboarding sequences, and tailor messaging based on user behavior patterns—moving beyond one-size-fits-all campaigns to truly individualized experiences.