's artificial intelligence (AI) company , InterPositive, has been acquired by Netflix. The deal will bring all 16 of InterPositive's engineers and researchers to Netflix, while Affleck will serve as a senior advisor.
The famous actor founded InterPositive in 2022, inspired by the early rise of artificial intelligence in production and the lack of effective tools. He expressed his desire to protect the creativity of people in the industry and believes that Netflix's commitment to responsible use of technology makes it an ideal partner for InterPositive.
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Ben Affleck explained that he aimed to create a workflow that aligns with the language of filmmakers and directors, providing the consistency and controls they expect.
How does Netflix's new company, InterPositive, work?
Unlike AI models that create visuals from text, InterPositive focuses on processing everyday (raw) footage to create assets for post-production.
In a conversation with Netflix chief technology officer Elizabeth Stoneand chief content officer Bela Bajaria, Affleck highlighted how InterPositive's models can enhance filmmakers' abilities to mix, color correct, and develop special effects.
The technology allows for background management, re-framing of shots and removal of unwanted visual elements, simplifying the production process. Affleck emphasized that the models are designed to support the actors, relieving them of technical burdens.
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InterPositive's unique selling point is its ability to produce custom elements for individual projects, based on everyday things and human input.
Netflix has not yet announced how it will apply InterPositive's technology to its projects, but it is expected that audiences may not be aware of the role of artificial intelligence in the films and series they watch.
Netflix Investments
This acquisition highlights Netflix’s strategy to invest in innovative technologies that can improve the quality and efficiency of content production. By integrating InterPositive’s technologies, Netflix aims to deliver more immersive and visually stunning experiences to its viewers, while supporting the creative process of filmmakers and directors.
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This partnership is expected to strengthen Netflix's ability to create content that not only meets audience expectations but also drives innovation in the entertainment sector. InterPositive's technology can offer new capabilities for special effects development and image processing, making the production process more flexible and adaptable to the needs of each project.
Netflix’s commitment to responsible use of technology and its partnership with InterPositive underscore the company’s commitment to advancing technological progress in a way that respects and enhances human creativity. This acquisition is an important step towards integrating artificial intelligence into content production, with the aim of improving the quality and diversity of its services.
