Netflix has completed its acquisition of InterPositive , an artificial intelligence startup co-founded by Ben Affleck that processes film footage. The deal could be worth as much as $ 600 million , according to Bloomberg. The acquisition ranks among the largest in the streaming platform ’s history , as Netflix invests heavily in integrating artificial intelligence into content production. For comparison, Netflix ’s largest acquisition ever was worth about $700 million for the Roald Dahl Story Company , which demonstrates InterPositive ’s strategic importance .
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.
See also: Netflix acquires Ben Affleck's InterPositive
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.
InterPositive's unique selling point is its ability to produce custom elements for individual projects, based on everyday things and human input.
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The acquisition brings InterPositive 's entire 16-person team to Netflix , with Affleck moving to a senior advisory role. Netflix said it has no plans to sell InterPositive 's technology commercially at this time , but will use it internally for productions and make it available to its creative partners. This strategic choice suggests that Netflix sees the technology as a competitive advantage it doesn't want to share with its competitors.
Strategic importance for Netflix and the film industry
The InterPositive acquisition reflects Netflix ’s broader push to integrate AI into content production. The company has already used generative AI in its original series and films, including creating a building collapse scene in the Argentinian series “ The Eternaut .” This past experience shows that Netflix is not afraid to experiment with new technologies when they can improve quality or reduce production costs.
Competitors are moving in the same direction at an impressive pace. Amazon is building internal AI for film and television projects, investing millions in research initiatives and hiring top experts from Silicon Valley. Meanwhile, Disney has signed a deal with OpenAI, looking at ways to integrate language models into its creative processes. The move underscores how major studios are embracing new technology while the balance between efficiency and creative work remains an active bargaining chip across the industry.
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Occupational safety challenges and concerns
However, not everyone is on board with these developments. Workers across the film industry have raised concerns about potential job losses and whether AI companies are fairly compensating creators for their training data. Hollywood unions have made AI protections a key focus in recent contracts, pushing for rules on consent, transparency, and compensation when systems are used AI in production workflows. These negotiations have become particularly intense following recent strikes by writers and actors, where AI has been a central issue.
