Update:\u00a0Responding to a request for comment, Netflix confirmed it is launching an\u00a0\u201cartist-led animation incubator\u201d to develop new, extended stories based on its IPs.<\/p>\n
The studio stressed that films produced at Netflix Animation Studios will continue to use traditional animation techniques and practices.<\/p>\n
According to the company: \u201cThe initiative will provide creators with an artist-focused environment to experiment in, where they can explore how new tools and workflows, alongside traditional animation creative practices, can be leveraged to enhance their storytelling capabilities.\u201d<\/p>\n
Netflix is making its most significant move into generative AI production workflows to date, according to recent job postings on the company\u2019s website.<\/p>\n
The streamer is currently staffing up a division called INKubator, described in multiple posts<\/a> as a \u201cnext-generation, creative-led, GenAI-native animation studio\u201d focused on producing animated shorts and specials through experimental AI-driven pipelines.<\/p>\n The hiring listings, which have appeared over the past several weeks, offer the clearest picture yet of how aggressively Netflix is investing in AI-assisted animation production, though the technology is hardly new territory for the streamer.<\/p>\n Netflix, like nearly every other major studio, walks on eggshells when it comes to discussing generative AI publicly. The company has a mixed track record of openness about its involvement with the tech, on some occasions speaking openly and enthusiastically about its AI experiments. On others, high-ranking executives have favored a sort of \u201cgotcha\u201d approach, only mentioning AI use after the fact, as it did last July when co-CEO Ted Sarandos explained about its hit Argentine series El Eternauta:<\/p>\n Using AI-powered tools, they were able to achieve an amazing result with remarkable speed, and, in fact, that VFX sequence was completed 10 times faster than it could have been completed with traditional VFX tools and workflows.<\/p>\n The streamer had previously drawn criticism<\/a> for AI-generated imagery appearing in its originals, including the 2023 Japanese AI-assisted short The Dog & The Boy, which Netflix Japan promoted as an experiment responding to labor shortages in the country\u2019s overworked anime industry<\/p>\n In this case, the company has not formally announced the INKubator initiative, but the language in the recruitment suggests it will operate as a dedicated production unit rather than a limited research lab.<\/p>\n In one of its job postings, Netflix describes INKubator as a:<\/p>\n Next-generation, creative-led, GenAI-native animation studio\u2026 focused on creating animated shorts and specials using experimental GenAI-native production pipelines, with the ambition to develop feature-quality content.<\/p>\n A Head of Technology listing<\/a> makes it clear that Netflix\u2019s GenAI use will be far more than experimental, and that shorts are only the beginning:<\/p>\n This leader will ensure that INK\u2019s technology investments accelerate creative ambition, enable rapid experimentation with new and emerging technologies (including Generative AI), and scale to support multiple concurrent productions as we ramp up activity and aim to expand into longer-form content.<\/p>\n