Netflix buys InterPositive to develop creator-led AI tools
Netflix has acquired InterPositive, a filmmaking technology company founded by Ben Affleck, as the streaming giant moves to develop AI tools designed specifically for filmmakers rather than general-purpose production software. The company said the deal aligns with its view that technology should support storytelling, not replace it.
Under the agreement, InterPositive’s full team will join Netflix, and Ben Affleck will take on a role as Senior Advisor. Netflix framed the acquisition as an investment in creator-led innovation at a time when the entertainment industry remains divided over how far AI should be allowed to shape production workflows.
Why Ben Affleck launched InterPositive
Affleck said the idea emerged after observing early AI tools entering film production in 2022, arguing that many were not built around real on-set needs. He pointed to the importance of human judgment and the practical complexity of filmmaking—from lens distortion and lighting shifts to the unpredictability of live environments—that software often struggles to interpret reliably.
AI built on filmmaking data, not generic models
According to Affleck, InterPositive developed a proprietary dataset captured on a controlled soundstage to mirror real production conditions. The company’s first model was trained to understand visual logic and editorial consistency, with capabilities intended to address issues such as missing shots, incorrect lighting, and background replacement while respecting cinematic rules and creative intent. He emphasized the tools were designed to assist artists, not recreate performances or replace jobs.
Netflix: “Empower storytellers, not replace them”
Elizabeth Stone, Netflix Chief Product and Technology Officer, said the company’s AI strategy is focused on serving the creative community and members, calling InterPositive “purpose-built for filmmakers and showrunners.” Bela Bajaria, Netflix Chief Content Officer, added that new tools should expand creative freedom and keep decision-making power with writers, directors, actors, and crews.
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