Disecting the epic fail that was Spotify Wrapped 2024

Ah, Spotify Wrapped.

One of the greatest ever personalised marketing strategies-turned-cultural-event.

It's the one day of the year Spotify users feel extra special, and extra emboldened in thinking anyone cares that their top artist was Drake, and their niche was 'Pilates Princess Bubblegum Pop B*tch.'

However, this year, Wrapped struck a sour chord.

For a campaign that’s usually about celebrating personal listening journeys, 2024’s Wrapped felt…impersonal.

And when Reddit threads, X posts and TikTok ignite with complaints faster than you can say 'unskippable ad,' you know something has gone very, very wrong.

So, what happened?

Generative AI. That’s what. And a cautionary tale of what happens when you lean a little too hard on the tool.

I’m sure, on paper, the upgrades sounded innovative. AI-generated visuals and hyper-personalised narratives that promised to make your listening year feel like the blockbuster movie of your dreams.

Hell yeah, sign me up.

The execution, though? Let’s just say the reviews were more 'skip track' than 'instant repeat.'

Users took to X, TikTok and Reddit to express their disdain with the 'boring, uninspiring, ai slop.'

Others spoke on the bizarre AI podcast feature created to explain this year's Wrapped to users:

'My coworker listened to hers and had her highest listening day on September 11th and it kept going "let's not forget September 11th! What an epic day! What were you up to on September 11th?" Insanity lol.'

Insanity indeed.

Here were the key complaints overall:

Inaccuracies galore.

Users took to Reddit to point out glaring errors. Some were credited with listening to artists they’d never heard of. Others found their 'most-played song' mysteriously absent.

It’s hard to take pride in your 'Top Genre' when it’s labelled something generic like 'vibecore' or something strange asf like 'heist strut dirty rock.'

A robotic touch.

The AI-written blurbs lacked the charm of past Wrapped campaigns. Instead of quirky, human-like insights, they felt like…well, AI trying (and failing) to sound human.

Personalisation done wrong.

Wrapped has always been a celebration of individuality. This year, the heavy-handed AI approach felt more like a tech demo than a personalised gift.

Feedback, according to Reddit, included:

• Sucks, is lame, so ass, is boring, is disappointing, is the worst ever

• Is worse than last year

• Is AI generated

• Is inaccurate, wrong, lying, a conspiracy

• Didn’t have 'where listeners are from' this year

• Didn’t include genres

• Didn’t describe my personality this year

• Has no podcast related data this year.

• Accused me of listening to [AI generated genre] this year.

• AI podcast sucks

Spotify, honey, put the AI down.

Because here’s the thing: Spotify is so much more than a streaming platform. It’s a cultural powerhouse. A way of connecting and empowering users.

Wrapped has transcended marketing to become a moment, the kind of campaign other brands dream about. So, when something this iconic stumbles so damn badly, it’s worth dissecting why.

So, what exactly went wrong?

Trust is sacred.

Wrapped works because it feels like your story. People trust Spotify to get the details right and present them with personality. But 2024’s Wrapped felt like AI took the wheel—and drove into uncanny valley territory.

AI fatigue is real.

We know it’s everywhere. We know it’s the shiny new toy. And while tech enthusiasts might love it, most consumers are becoming wary of AI’s growing presence, especially in personal spaces.

Spotify Wrapped should be a moment of joy and nostalgia—not another reminder of our increasingly automated world.

A cultural misstep.

Wrapped isn’t about Spotify showing off its tech prowess. It’s about making users feel seen. By leaning too heavily on AI, Spotify made it more about them and less about us.

And when the cultural conversation shifts from 'This is so me!' to 'Why is Spotify trying so hard?' you know the connection is lost.

So, what can we learn here?

Know your audience (and their tolerance for tech).

Generative AI is a great tool, but it’s not a replacement for authenticity. Understand where your audience wants tech to enhance their experience versus where it starts to feel intrusive.

AI should enhance, not take over.

AI is a great tool when it works in the background, helping humans shine. In this case, Spotify could have used AI to refine data or create optional features, not rewrite the campaign’s DNA.

Test before you flex.

Rolling out major changes to a flagship campaign? Beta-test it with real users. Spot the bugs, iron out the quirks, and make sure the final product lands the way you intend.

Remember the human touch.

At the heart of any successful campaign is connection. AI might crunch numbers faster than a human. But it can’t replicate the wit, charm, and warmth that makes campaigns resonate.

This year's Wrapped will likely go down in history for all the wrong reasons.

Let it serve as a reminder to us all: as we become more accustomed to using AI to ease the load, we have to remember that it’s not a magic wand.

Consumers are quick to sniff out anything that feels inauthentic. And, in a campaign as personal as Wrapped, there’s no room for error.

Marketers, take note: AI might write the future, but it’s still humans who press play.

Here’s hoping Spotify fine-tunes its approach next year. Otherwise y’all will be coming over to the dark side.

My side.

The Apple Music side.

-Sophie, Writer