Netflix Launches INKubator: AI at the Heart of Its Creative Strategy

Netflix and AI: A New Creative Dynamic

As the film industry continues to debate the impact of artificial intelligence (AI), Netflix is taking a bold direction. The streaming giant is working on INKubator, an internal studio dedicated to producing content using generative AI tools.

Netflix, which is already using AI to enhance user experience, now seems to be focusing on content creation. The platform has already experimented with this technology in the Argentine series L’Éternaute and has acquired InterPositive, a startup specializing in AI for post-production, founded by actor and director Ben Affleck.

INKubator: An Ambitious Project

According to The Verge, Netflix is establishing an internal studio named INKubator, dedicated to producing AI-animated short films. To build this team, Netflix is actively recruiting producers, software engineers, and 3D graphic artists.

The studio will be led by Serrena Iyer, who previously worked at DreamWorks Animation, MRC Studios, and A24 Films. The position of technical director is also in the process of being filled. The goal is to create a "GenAI-native studio, driven by creativity," with productions entirely based on generative AI, aiming for cinematic quality.

Various Uses Envisioned

Netflix is considering several applications for these new contents. The company recently updated its mobile app with a vertical video feed inspired by TikTok, currently used for trailers and promotional clips. AI-generated short films could be integrated into this feature.

Additionally, Netflix aims to position itself as a family-friendly alternative to YouTube, attracting content creators for younger audiences. Generative AI could facilitate large-scale content production in this segment.

However, this initiative may elicit mixed reactions, particularly from industry professionals who see AI as a threat to their jobs.