It’s all about personalization of the user experience.

It’s been well known that Spotify (NYSE: SPOT) uses AI algorithms to create its “Discover Weekly” playlists that are curated especially for the individual user’s enjoyment. These 30 songs are actually handpicked by a complicated set of algorithms that use big data, AI, and machine learning to figure out the user’s taste in music. The system curates the playlist by going through their streaming history, created playlists, “liked” songs, and “followed” artists. So much for preferences. But Spotify can now also gauge your mood, and suggest music accordingly. How? (Fortune)

Automotion to sense moods

Spotify’s senior director of product Ziad Sultan revealed at this week’s Fortune Brainstorm A.I. conference in Boston that the globally popular music platform is now using AI and automation to detect what a song’s “mood” is to better serve it up in users’ playlists.

Spotify’s AI is able to slot music into moods by picking up categorizations that a customer may use when creating a playlist. A song could figure in thousands of users’ playlists that could be titled, for instance, as “My Happy Time Music,” or ” A Mellow Time.” Spotify picks up these adjectives and attaches them to the song.

“For any given song, if we know it is in 1 million playlists called ‘happy,’ another million called, you know, ‘a rainy Sunday,’ we’re able to understand the emotion of the content of the song, as well as the emotional state of the user when they’re listening to it,” Sultan said.

Spotify’s new patent

In January this year, Spotify was awarded a patent for an AI algorithm that uses voice data to determine users’ “emotional state, gender, age, or accent” and then leverage these insights to enhance music recommendations.

The new patent covers a “method for processing a provided audio signal that includes speech content and background noise” and then “identifying playable content, based on the processed audio signal content.”

Related Story: An AI Bot Can Judge Your Taste In Music (It’s Free)