To evaluate and develop new features, technologies, and improvements to the Spotify Service. This includes development and training of algorithmic and machine learning models, which help us to keep our service safe and enhance our users’ experience. For example:<br><br>For example:<br><br>• to help us develop and improve our personalized recommendations<br><br>• to help analyze how our users react to a particular new feature and see whether we should make any changes<br><br>• so we can build AI features such as AI DJ and AI playlist