Hi all - Ben here for my final guest hosting of the SEG3 Report before Joe returns next week! Welcome to Edition #79!

Today’s spotlighted piece looks at Spotify attempting to combat the influx of IP violations occurring on their platform from AI creations, and the methods they are using to combat the infringement.

Also covered: An MKTG reports finds that more than half of the UK population would be uncomfortable at brands using AI generated influencers to promote their products + NBCU share their go-to-market for launching Gabby’s Dollhouse: The Movie (pssst - it involves games!).

Here we go:

Contents: Edition #79

• Spotify Targeting IP Violations on Platform Through Greater AI Protections

• Over half UK population ‘uncomfortable’ at use of AI influencers

• NBCUniversal's gaming & experiential strategy for launching Gabby's Dollhouse movie

Spotify Targeting IP Violations on Platform Through Greater AI Protections

Spotify have this week announced that they will be taking greater steps to combat IP violations on their platform through greater AI protections, designed to defend the rights of artists, songwriters and producers.

TL;DR:

• Spotify are fighting back against AI creators and bad actors on their platform in a defence of IP belonging to artists, songwriters and producers.

• A music spam filter will be introduced to pick out AI uploads and block these being recommended to listeners.

• Stronger enforcement of impersonation violations are coming.

• Spotify want to create an industry-standard policy of AI disclosures within music credits.

The music industry has always been a hotbed of technology, with producers using the newest available tech to transform songs from generation to generation.

In the past couple of years, as AI has come to the fore, we have seen just how effective this can be within the music landscape.

One of the first trends I can remember is people transporting Kanye West’s voice onto other artists’ songs, such as him singing the Plain White T’s Hey There Delilah or Coldplay’s Viva La Vida (and there are many more… it is a rabbit hole you could go down for days!).

Whilst intriguing from a consumer perspective, it’s certainly a point of conflict for artists and labels, with their styles and creations being vital to their brand, their fans and how they monetise.

Why should you care?

As Spotify note in the release, music payouts have grown 10x in the past decade between 2014 to what it reached in 2024, a cool $10billion.

With that amount of money in the pot, there is always going to be bad actors looking to leverage emerging technologies, like GenAI, to workaround existing processes and standards to make a quick buck. But as you’ll see below in the next story, fans aren’t too fond of AI created content just yet…

So, what are the changes being made?

Here are the key methods Spotify have announced that they are going to be using to combat the rise in AI publishing:

• Stronger impersonation rules

Artists are going to be protected further via a new impersonation policy that has been introduced for claims around AI voice clones or other unauthorised use of a person’s voice.

Investment is being raised to block uploaders from delivering music to another artist’s profile and they are working with artists to speed up the reporting process even before the content is released.

• Music spam filters

Spotify identify tactics like ‘mass uploads, duplicates, SEO hack, artificially short track abuse’ as the key areas they are looking to tackle through this.

This tool will enable the company to be able to pick out the uploaders and tracks which have been utilising these tactics to their benefit, while also ensuring that the platform does not recommend them to listeners.

• AI disclosures for music with industry standard credits

Spotify have stated they are supporting the development of a new industry standard of AI disclosures within music credits which, once submitted by those who have created the songs available on the platform, will then be displayed on the app.

In order to make this happen the organisation is working with a number of key partners, including the likes of EMPIRE, a major global label, and many others. The more companies that get involved will only easier for everyone as a whole.

Why Now?

Clearly Spotify has been impacted enough that they have made the decision to challenge this head on. No doubt there will have been some pressure from some of the major representatives within the industry for them to take stand as the largest global streaming platform.

Spotify note that a ‘nuanced approach’ is required to handle AI transparency.

It can surely be no coincidence that on the same day, SoundPatrol, Universal Music Group and Sony Music have also announced that they are coming together to use technology in order to detect copyright infringement from AI music generators.

They stated: “SoundPatrol will also develop powerful tools and models designed to proactively help third-party platforms and research labs prevent copyright violations, ensuring a creatively vibrant digital music ecosystem that fairly compensates artists for their original works.”

Closing Thought

As I quoted above from Spotify, much like doping in sport at times, the pace in which changes are happening is in some cases so fast regulators cannot keep up.

It may be the case that these changes from Spotify and labels will merely halt bad actors progress momentarily until new tactics are created, but for now, this is certainly progress for the creatives and IP owners, so kudos to Spotify for getting it live.

Over Half of UK Population Uncomfortable With the Idea of Brands Using AI Influencers

MKTG’s Autumn 2025 trends report has revealed that 54% of people in the UK are worried about brands potentially using AI influencers in their marketing techniques.

TL;DR:

• The creation of AI personalities is outpacing regulation around advertising standards and IP.

• Many people are still concerned and uneasy at the thought of generated influencers being used to promote and sell to them.

• Different age groups are showing varied results when it comes to AI generated content engagement.

• 75% of people still prefer human generated content.

Fandom, meme culture, synthetic influencers & GenAI. Not buzzword bingo - but the focus of MKTG’s 2025 trends report.

Why should you care?

The report focuses on four key themes; the explosion of content and memes, the rise of AI influencers alongside human talent, the evolution of fan engagement, and the resurgence of analogue experiences.

It looks at the shifting trends in fandom and is curated for brands and rights holders seeking a greater understanding of this area.

What stands out?

• 1 in 3 Gen Z respondents say they would follow an AI influencer if their content was engaging.

By following an AI influencer, this is where the key work could potentially be done by brands. As they become more familiar, established and recognisable, just like with influencers in the real world they will gain higher traction for the brand.

• AI influencers are passing more and more as real people to those interacting

The more that people engage and become ‘immune’ about the fact it is not a real person and start to feel a greater relationship or connection to the AI, that is then when these will have further impact. That being said, 54% of the UK population say they are uncomfortable with the idea of brands using AI influencers.

Given we’ve seen VTubers accrue huge followings, I don’t think it’s out of the question that if the content is of an equivalent standard to humans, and can be delivered at a faster-rate, that AI influencers wouldn’t find success.

But as we know, IRL experiences build connection and calcify communities, which is a slight sticking point for AI influencers of course. And this is leading to…

• AI content is driving the need for more real-world experiences for the younger generations

While this may be the antithesis of what you would expect, both millennials and Gen Z had more than 50% agreeing that the world of influencers makes them only want more offline, physical experiences.

• More than 1 in 2 UK sports fans believe they do not use AI to engagement with sport.

Many platforms, apps and media are experimenting or already using AI, so whether fans are aware of it or not may not be the questions, maybe it is more about whether they believe their experience is being enhanced or has been affected by the implementation of AI tools, the likely answer is - they’re not sure yet!

What can you take from this?

• By lacking that human element it may be less engaging, but AI influencing offers brands a cheaper solution (with perhaps less pushbacks on briefs!).

• Do not think this is a simple solution, as MKTG state that there is a great deal of IP concerns, identity theft concerns and ethical grey areas.

• Brands need to invest in real-world, human experiences in order to showcase the difference between the two.

Closing Thoughts

Personally, as very much a millennial, most of the time I feel I’m pretty good at being able to identify something that is AI generated, but the lines are starting to get blurred more each day.

Would I personally interact with something or would it entice me to purchase something if it was shown off by an AI influencer? Absolutely not, as I know there is no real human experience or thought behind it.

However, clearly the situation is already very nuanced and will only continue to be more so moving forwards. Might we just become ‘immune’ to AI influencing as it becomes more mainstream?

As ever, all things in moderation is okay. I think the answer to the success of AI-driven transformation lies in the context, platform and frequency that it is used, and the use case it’s applied to.

If used sparingly, in smart scenarios where it’s additive, and it doesn’t takeaway from the brands commitment to IRL experiences and community, then I can see this being a strategy that’s widely rolled out.

NBCUniversal's gaming & experiential strategy for launching Gabby's Dollhouse movie

Gabby’s Dollhouse: The Movie launched last week on the 26th September, with NBCUniversal bringing together a company-wide campaign that spanned experiential events, Roblox experiences, consumer products, themed attractions, and more.

TL;DR:

• The need to be visible across multiple mediums and realities to reach audiences has never been more important, and movie launches personify this, spanning numerous touch points to support the theatrical release.

• Theatrical releases are expensive, funding has never been trickier, and getting attention has never been harder. Deciding which franchises deserve 360 degree marketing campaigns like this is a big call.

• Games and interactive entertainment are now firmly part of the go-to-market for launching movies.

NBCU have covered significant bases in their attempt to reach all of their potential audiences through a cross-divisional company-wide campaign, featuring immersive experiences based in both LA and Charlotte, new toys created, entering the world of Roblox, plus an experience at Universal Orlando, as well as a musical visiting theatre’s across North America on tour.

So, why should you care?

Audiences can sometimes be hard to find as they are scattered across a wide range of platforms and touchpoints, which means that brands have to be everywhere to ensure their net is wide enough.

What best practices can you steal?

1. Games and interactive entertainment are key parts of franchise building

NBCU rolled out Gabby’s Dollhouse onto Roblox, and on console & PC with Outright Games, in order to find and build a community of fans to support the launch of the new movie.

In recent years, gaming and interactive storytelling has become a key part in the marketing model, with the reach and global community to become to core pillar of a franchise building strategy, which Griffin’s Peter Levin covered at SEG3 LA last year.

2. IRL experiences are still pivotal to creating connection with a franchise

As we move more digitally, the need to connect increases. How can a fan eat, live and breathe your IP, and what experience can your franchise deliver that they wouldn’t find elsewhere?

3. Music shouldn’t be an under appreciated tool in franchise building

Whether it be Gabby’s Dollhouse live musical shows, where fans can immerse themselves in the music from the franchise (which has already surpassed 500 million streams across platforms like Spotify, Apple Music, and Amazon), or introducing new tracks to accompany the movie release from K-Pop stars aespa, MAX, and Lu Kala - music is a powerful tool for building connection.

In edition #56, we looked at Playstation launching ‘The Concert’, a real life global music tour experience which featured an orchestra playing numbers from some of the most iconic game soundtracks, such as God of War, the Last of Us and Horizon.

I doubt many people know that Hans Zimmer created the Call of Duty Modern Warfare 2 soundtrack. Whether in a film or a game, music always matters.

4. Toys still have a role to play

While the world has transformed digitally, the fact that Gabby’s Dollhouse has numerous partners including Spin Master, LEGO and Mattel, shows that creating a real-life item that people can have and hold, rather than just simply a digital collectible exclusively, can still be a valuable tool.

A combination of both is likely the best method of engagement, what if you link the physical toy to a digital collectible too? There are always methods you can keep the attention cross-platform.

In SEG3 Report Edition #10 we covered this method, where Pudgy Penguins and Walmart partnered for toys being sold in-store which unlocked special features within the online game Pudgy World.

Closing Thoughts

People still want real world experiences that take them closer to the action or truly feel a part of something, which engages them even further.

With audiences spread across so many mediums and markets, the key to growing any franchise or brand lies in taking the fan on a journey across each channel, using a range of touchpoints as amplifiers, with each interaction on the funnel or flywheel adding to the story.

In other news this week:

• Electronic Arts sold in $55 billion deal to PIF, Silver Lake & Affinity Partners: read here.

• OpenAI to launch full-length animated feature film ‘Critterz’ at Cannes 2026: find out more.

• OpenAI launches first brand campaign for ChatGPT with Isle of Any Turns: read here.

• Angry Birds returns to mainland China in a partnership with Kingsoft Shiyou and Xiaomi: find out more.

• Netflix to stream MLB’s 2026 Opening Day New York Yankees game to kick-off new three year deal: read here.

• Sports Illustrated Tickets and Tottenham Hotspur announce 12-year Official Fan Experience partnership: read here.

• Their time, their place. A brilliant social video from Ryder Cup Europe before last weekend’s event, featuring every living member to experience winning in the USA: watch here.

• BWT Alpine Formula One Team welcomes BlockDAG as Layer One Blockchain Partner: more here.

• Fortnite launch Daft Punk experience: see here.

• Inter Milan & Globant announce new 24/7 FAST channel: read here.

• Lincoln City FC launch innovation lab & invite collaborations: more here.

• McLaren Racing announces Groq as an official partner: read here.

• Paris Saint-Germain and Stanley 1913 fuse culture, lifestyle and performance in official new partnership: find out more.

Working on anything cool, or have a press release you would like us to cover? Send it in for the chance for it to be covered in next week’s edition!

That’s all for now everyone - thanks again for reading the latest edition of The SEG3 Report, and if you found it of interest, please do consider sharing with a friend.