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New Delhi: Netflix has started to prepare to expand its use of AI by setting up a new studio aimed at creating content with generative AI tools. The streaming company has unveiled a team called INKubator, which will mainly work on animated short-form content by using AI-powered production workflows. INKubator’s long-term plan is reported to build AI-powered production systems, tools for artists, and secure platforms that can also support multiple animation projects at the same time.
Netflix’s growing interest in AI technology comes at a time when the entertainment industry continues to debate how AI should be used in filmmaking and animation. Generative AI refers to AI systems that can create new content such as images, videos, music, scripts, or text based on prompts and training data.
These tools are specially designed to generate material that looks similar to content made by humans. In animation and video production, generative AI can help to create backgrounds, characters, voice effects, visual styles, and even short video clips.
The use of AI in entertainment has also raised concerns among the artists, writers, and animators over job security, copyright issues, and the originality of AI-generated work. INKubator is still in its early stages and is currently hiring for some key positions, including a head of technology.
This indicates that the studio might take some time before releasing any public projects. The initial aim of the team is expected to be animated shorts and special content created with AI-based tools. Job listing reported to suggest that Netflix might eventually expand the studio’s work into longer form productions such as series or films.
Netflix’s upcoming vertical video feed for mobile users could become a platform for showcasing short AI-generated content. Vertical videos are short videos specially designed for smartphone viewing, similar to the format used by applications such as Instagram Reels.
Netflix has reported they are already been testing with AI in different areas of its business. AI tools in advertising and recommendation systems, and it recently acquired InterPositive, an AI startup founded by Ben Affleck. As streaming companies continue to explore AI tools, Netflix appears to be positioning itself among the major platforms testing with AI-driven entertainment content.
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