Did you know that over 551 million people worldwide use Spotify every month?

Spotify has more than 100 million users in the United States alone, making it the industry’s top market. These numbers make one thing clear: Spotify has become a cornerstone of how we experience music globally.

Considering how many of us have iPhones with Apple Music built-in natively, Spotify has proven to be a superior alternative to the native option for 29% of iPhone users.

And if you’re one of those millions of users, you probably received your Spotify Wrapped in the past few days—a year-end review of your listening habits, highlighting your favorite songs, genres, and surprising trends from 2024.

For years, Spotify Wrapped has been a beloved moment, a time to reflect on how much you looped that one song in April or rediscovered music from 20 years ago.

It’s become a hallmark of Spotify’s brand, something other music services just haven’t matched.

But this year, something felt different. If you’re like me, your 2024 Spotify Wrapped was a little… underwhelming. Bland. Impersonal. The creativity and spark that once made Spotify Wrapped an event seemed absent. And there’s a reason for that.

“Spotify Wrapped is underwhelming and reeks of AI… there seems to be real lack of effort this year from the boring visuals to the missing genres and quirks.”

– Rolling Stone magazine

This year, Spotify leaned heavily into AI to generate Spotify Wrapped. While AI can be a powerful tool, in this case at least, it missed the mark. The result? It is a lifeless, uninspiring experience for what has traditionally been one of Spotify’s standout brand moments.

What Advisors Can Learn from Spotify’s Misstep

I don’t think AI is the villain here. It remains an incredible tool that can process data, identify trends, and even generate content faster than any human. But here’s the catch: AI is an augmentation, not an autopilot.

Authentic creativity requires humanity. It’s what enables us to blend inspiration, emotion, and nuance into authentic experiences. When companies rely too heavily on AI without a creative human touch, the result often falls flat—just like this year’s Spotify Wrapped.

This isn’t just a lesson for Spotify; it’s a reminder for all of us. Whether we’re delivering a product, building a client experience, or crafting a message, the tools we use should serve to enhance our creativity, not replace it.

If the AI is doing your work for you, what value should you add?

Knowing your clients puts you in their shoes. You can bring companions, but you should remain the driver.

Your car may be on autopilot. But rather than falling asleep, hoping you get yourself and your passengers where you are supposed to go, you have a responsibility to lean into the more subjective aspects of the job you already have.

The Balance Between Tech and Creativity

Here’s the challenge: In a world that increasingly values speed and automation, how do we ensure we’re still bringing creativity to the table? The key is balance, review and humans. Technology can help us see patterns we might miss, ask better questions, and get answers faster. But delivery—the human element—is where the magic can happen.

As we plan for 2025, think about how you can use technology to enhance your creativity:

• Slow down to listen. While tools like AI can speed up repetitive tasks, they should not replace the time it takes to understand your clients or your audience truly.

• Ask better questions. Curiosity is the foundation of creative problem-solving. Use technology to dig deeper, but make sure your solutions are tailored and personal.

• Transform insights into action. Whether it’s a client experience or a creative project, always add the human touch that makes it unique.

What’s Next for Us?

Hopefully, your Spotify Wrapped was better than mine. And maybe you, too, rediscovered some old favorites this year or listened to just as much Canadian hardcore as I did (because that’s what I grew up with). But as we move into 2025, let’s remember the lesson Spotify inadvertently taught us this year: Don’t let the machines define who you are.

The future lies in tensely balancing these two ideas—harnessing the power of technology while embracing our unique, creative perspectives because that’s what truly sets us apart.

— Jud