Netflix is expected to move in earnest into producing animation using generative artificial intelligence (AI).
According to tech outlets Engadget and The Verge on the 15th (local time), Netflix in Mar. established a new in-house studio, "INKubator," to handle content production based on Generative AI.
The studio is overseen by Serena Iyer, formerly of DreamWorks Animation. It is currently hiring a range of talent, including producers, a head of technology, software engineers, and computer graphics (CG) artists.
According to the job posting, INKubator will first focus on producing short-form (short-length) animation and special video content. It also left open the possibility of expanding into feature-length animation.
With Netflix recently scoring box-office success with animations such as "K-pop Demon Hunters" and "Swapped," the move is seen as an effort to actively introduce Generative AI into animation, a field that requires significant time and expense to produce.
While tensions persist in Hollywood between creators and studios over the use of AI technology, Netflix has consistently signaled its intent to use AI.
In Mar., Netflix also acquired Interpositive, an AI startup founded by actor Ben Affleck. Interpositive holds technology that uses AI to supplement missing shots or unsuitable backgrounds and lighting during filming.
However, whereas Interpositive has focused on applying AI to post-production, INKubator differs in that it places more weight on creation itself using Generative AI.
In its job posting, Netflix described INKubator as a "next-generation creative-centric Generative AI animation studio."