WillsEducation
AI & ML17 min readPublished 20 March 2026

SpotifySpotify's discovery engine, how Wrapped became a growth loop.

Recommendation SystemsAudio AIPersonalisation
Spotify case study cover

The story

The collaborative filtering, audio embedding, and NLP stacks that power Discover Weekly, and why Spotify's personalisation is as much a marketing strategy as a product one.

What you’ll learn

  • 01From matrix factorisation to audio + lyrics multi-modal embeddings
  • 02Cold start for new artists, a solvable problem with the right content features
  • 03Wrapped as data storytelling: turning opaque ML into viral marketing

Full case study

Coming Soon!

We’re finalising the deep-dive on Spotify with our mentor team. The summary and key lessons above are the spine of the full breakdown, drop your email through Apply Now to be the first to read it when it lands.

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