The new unit is expanding its team to create ‘feature-quality content’ using generative AI. Netflix is forming an internal studio named INKubator to utilize AI in producing short-form animated content. They are hiring various roles, including producers, software engineers, and CG artists. Although Netflix hasn’t made public announcements about INKubator, which some listings call INK, the company did not respond to comments. LinkedIn profiles indicate the unit started quietly in March, led by Serrena Iyer, who previously worked at DreamWorks Animation, MRC Studios, and A24 Films.
INKubator represents Netflix’s latest effort to use AI in production. The company had acquired InterPositive, an AI startup founded by Ben Affleck, focusing on post-production AI. INKubator is envisioned as a “next-generation, creative-led, GenAI-native animation studio” to merge innovation with storytelling. Its long-term strategy involves “GenAI-enabled workflows, artist tooling, and scalable environments.” The aim is to generate feature-quality content, though initial focus will be on “creating animated shorts and specials using experimental GenAI-native production pipelines.”
Netflix visualizes AI-generated short-form content to potentially be part of its TikTok-inspired mobile feed, Clips, which currently features trailers and behind-the-scenes content. The AI-generated shorts could be included alongside existing long-form programming content. Netflix is also enhancing its kid-friendly programming to compete with YouTube offerings. Generative AI might help upscale its kids’ content portfolio.
AI use in animation is being adopted by YouTube-native studios, with Animaj and Toonstar incorporating AI in productions. However, AI in animation faces backlash, including criticism from Hayao Miyazaki and animator protests at the 2025 Annecy Animation Film Festival.
Efforts outside Hollywood, like Invisible Universe’s AI animation platform, have seen challenges. The platform, Invisible Studio, will be closing as the company shifts focus to enterprise clients, according to email communication from CEO Tricia Biggio.