Gen Z and Millennials Are Consuming More AI Music, New Report Finds

A groundbreaking study reveals that AI-generated music has officially crossed into the mainstream, with younger generations leading the charge, Routenote reports. Morgan Stanley’s annual survey of audio habits, led by veteran analyst Benjamin Swinburne, indicates that between 50% and 60% of listeners aged 18–44 now consume AI music regularly. On average, these listeners spend 2.5 to 3 hours per week engaged with AI-generated tracks—a duration roughly equivalent to watching a feature-length film like Avatar.

While traditional streaming platforms like Deezer reported that AI music accounts for only a fraction of their total streams, the report clarifies that the real "AI boom" is happening on social video platforms. YouTube and TikTok have emerged as the primary hubs for this content, where AI-driven "mashups" and original generative tracks thrive within short-form video ecosystems. Despite the flood of content, major players are pivoting toward integration; Spotify recently reaffirmed its commitment to "Personalization 2.0," using AI to give listeners unprecedented control over their algorithms rather than simply replacing human artists with "slop."

The "Personalization 2.0" Revolution at Spotify

As the industry grapples with the findings of the Morgan Stanley report, Spotify has moved to position itself as the "R&D engine" of the AI music era. On January 13, 2026, Spotify’s Co-CEOs detailed a roadmap for the year that prioritizes "Prompted Playlists" and advanced AI discovery tools. These features allow users to describe highly specific moods or scenarios—such as "high-energy pop for a 5K run that fades into ambient lo-fi for the cool-down"—and have the algorithm build and refresh a custom sonic journey in real-time. This move is seen as a direct response to the "YouTube/TikTok threat," aiming to bring those hours of AI-influenced listening back into the premium streaming fold.

Furthermore, the platform is rolling out enhanced AI protections to ensure this technological shift remains "artist-first." New measures include DDEX-standard AI disclosures in music credits and advanced "spam filters" designed to identify and tag mass-uploaded generative content. By offering transparency, Spotify hopes to maintain the trust of human creators while satisfying the growing appetite for AI-assisted personalization. As the boundary between "listener" and "creator" continues to blur for Gen Z and Millennials, the industry's survivors will likely be those who treat AI as a collaborative tool for better human engagement, rather than a cost-cutting replacement for the spark of human talent.