Netflix is reportedly expanding its use of artificial intelligence by setting up a new studio focused on creating content with generative AI tools. According to a report from The Verge, the streaming company has launched a team called INKubator, which will mainly work on animated short-form content using AI-powered production workflows. INKubator’s long-term plan is reportedly to build AI-powered production systems, tools for artists, and secure platforms that can support multiple animation projects at the same time.
The move highlights Netflix’s growing interest in AI technology at a time when the entertainment industry continues to debate how AI should be used in filmmaking and animation.
What is generative AI?
Generative AI refers to artificial intelligence systems that can create new content such as images, videos, music, scripts, or text based on prompts and training data. These tools are designed to generate material that looks similar to content made by humans. In animation and video production, generative AI can help create backgrounds, characters, voice effects, visual styles, and even short video clips. Companies are increasingly exploring the technology to reduce production time and costs.
However, the use of AI in entertainment has also raised concerns among artists, writers, and animators over job security, copyright issues, and the originality of AI-generated work.
