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Funktionsweise und Wirkung KI-basierter Empfehlungsalgorithmen am Beispiel von Spotify

Author

Listed:
  • Hoxtell, Annette
  • Veit, Katharina

Abstract

Der Audio-Streaming-Dienst Spotify nutzt künstlich intelligente Algorithmen, um personalisiert Inhalte zu empfehlen sowie Prognosemodelle über das Konsumverhalten zu erstellen und die Kundenbindung zu optimieren. Wie der Empfehlungsalgorithmus für musikalische Inhalte funktioniert, zeigt dieser Beitrag literaturbasiert auf. Anhand einer Umfrage wird dargelegt, dass Nutzerinnen wahrnehmen, dass sie mit einem Algorithmus interagieren und dass Viel-Hörer zufriedener mit algorithmischen Empfehlungen sind als Wenig-Hörerinnen. Anders als in vorherigen Studien hält das algorithmisch kuratierte Hören Nutzer nicht in einer Filterblase fest. Die Ergebnisse sind für andere Streaming-Dienste, empfehlungsbasierte soziale Medien und in geringerem Maße auch für Plattformen für nicht-digitale Inhalte mit Empfehlungsfunktion relevant.

Suggested Citation

  • Hoxtell, Annette & Veit, Katharina, 2024. "Funktionsweise und Wirkung KI-basierter Empfehlungsalgorithmen am Beispiel von Spotify," PraxisWissen - German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 9(01/2024), pages 53-71.
    • Handle: RePEc:zbw:afmpwm:335557
    DOI: 10.15459/95451.66
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    References listed on IDEAS

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