On Thursday, Netflix announced its acquisition of InterPositive, a startup founded by actor and director Ben Affleck in 2022 that specializes in AI tools for post-production in audiovisual projects. This move aims to enhance Netflix’s original content creation by integrating advanced technology developed specifically for production professionals. The deal follows Netflix’s recent decision to halt negotiations concerning Warner Bros. Discovery assets, with financial terms undisclosed.
Through this acquisition, InterPositive’s 16 employees, including engineers, researchers, and creatives, have joined Netflix’s internal team, while Affleck takes on the role of senior consultant to guide strategic technology use in Netflix projects. This agreement underscores Netflix’s focus on innovation that supports human creativity in film and series production.
AI Tailored to Film Production Processes
InterPositive’s technology stands apart from general generative AI models like Sora, as it does not produce new images or videos from text prompts. Instead, its AI systems are trained using footage shot during the actual filming of each title, enabling highly customized adjustments. This allows precise enhancements including color correction, relighting, sound refinement, visual element alteration, and background editing, all while preserving directors’ artistic intent and respecting original conditions such as lens distortion and natural lighting variability.
Ben Affleck has pointed out the shortcomings of generic AI solutions in audiovisual production since the startup’s inception in 2022. InterPositive was established specifically to address these challenges by delivering tools aligned with authentic production workflows.
Exclusive Internal Application of InterPositive’s Tools
Netflix has announced that InterPositive’s AI capabilities will be used solely within its network and by affiliated creative partners. There are no plans to provide these services to external studios or companies. Bela Bajaria, Netflix’s content director, emphasized the technology’s role in expanding artistic options without replacing human involvement, highlighting the company’s commitment to empowering creative professionals.
Elizabeth Stone, director of products and technology at Netflix, noted that most existing generative AI platforms overlook the complexities of on-set realities. By contrast, InterPositive was developed with direct input from industry practitioners, aligning with Netflix’s principle that innovations should assist rather than supplant creators.
“The executive stated that the startup’s team shares Netflix’s vision that technological innovation should serve creators and never replace them.” – Elizabeth Stone, Director of Products and Technology
Benefits of Project-Specific AI Training
Because InterPositive’s AI models are trained specifically on footage from each individual production, the technology ensures adherence to the filmmakers’ creative vision, minimizing issues like style mismatches or continuity errors common in generic AI systems. This approach necessitates ongoing oversight by skilled professionals, maintaining full artistic control and preventing complete automation of the creative process.
Netflix views this technology as a means to streamline repetitive and technical tasks in post-production, thereby freeing directors and other cineastas to concentrate on narrative choices and working directly with actors.
New Direction Following Withdrawal from Warner Bros. Deal
The InterPositive acquisition arrives amid a strategic shift at Netflix after ending advanced talks to acquire portions of Warner Bros. Discovery’s assets. This move signals Netflix’s preference for developing proprietary technologies to boost efficiency in its original content production pipeline. Integrating Ben Affleck and his startup into Netflix’s ecosystem also strengthens an ongoing collaboration between the platform and the director.
Before this announcement, InterPositive operated in stealth mode, making this transaction one of Netflix’s few recent investments focused on specialized AI solutions tailored for audiovisual tasks.
