Spotify plans to revolutionize music streaming with AI-powered feature 'What If?'

Spotify is exploring an AI-powered feature named "What If?" for unique and tailored music recommendations based on a user's listening habits, playing styles, and preferences. The feature aims to break users out of musical ruts and expand their musical horizons. However, there could be risks, such as irrelevant or unappealing suggestions, leading to negative user experience. Spotify hopes the 'What If?' feature will increase user engagement and stay ahead of the competition. The feature is an updated version of the 1998 film 'Sliding Doors,' providing users with more options to discover new music.