After sparking backlash over its use of AI in last year’s Wrapped , Spotify is returning to a more human-centered approach for the 2025 edition.

Today (Dec. 3), Spotify unveiled the 11th iteration of Wrapped, its annual analysis of users’ listening habits. This year’s campaign blends classic features with new additions, including a retro-inspired design, a refreshed user experience, and immersive fan destinations around the world.

Over the past decade, Wrapped has evolved into a highly anticipated cultural event and Spotify’s biggest marketing moment of the year.

Last year, however, the company faced criticism from users for leaning too heavily on generative AI and removing some popular elements, like top genres, from the experience.

This time around, “We were aware of the AI cri

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