Netflix teams up with Hollywood actor's AI venture to revolutionise industry

Netflix has spent the past decade reshaping how audiences watch movies and television. Now, the streaming giant is turning its attention to another transformation of how films are actually produced with help from one of Hollywood's biggest celebrities.

In a move highlighting the growing intersection between artificial intelligence and Hollywood filmmaking, Netflix has acquired InterPositive, an AI-powered filmmaking technology company founded by actor and director Ben Affleck.

The deal signals a broader shift across the entertainment industry, where studios are increasingly exploring AI tools to streamline production while maintaining the human element of storytelling, as US media reports.

Before launching the company, Affleck—known for films such as Argo (2012), Pearl Harbor (2001), and Batman v Superman: Dawn of Justice (2016)—said he had observed multiple ways in which AI technology was falling short in the filmmaking process.

Affleck quietly founded InterPositive in 2022 after developing a strong interest in how artificial intelligence could address long-standing challenges in film production. The company builds software tools specifically designed for filmmakers, ranging from managing complex production logistics to improving visual workflows.

Unlike general-purpose AI systems, InterPositive’s tools are designed for the practical realities of movie sets. Affleck has stressed that the aim is not to replace creative professionals but to develop tools that remove technical obstacles and allow filmmakers to concentrate on storytelling.

When announcing the acquisition, Netflix executives echoed that view, saying AI tools should expand creative freedom rather than replace human judgment in filmmaking.

Netflix’s purchase of InterPositive also reflects a wider strategy that extends beyond acquiring film rights or signing talent deals.

The company increasingly views technology itself as a competitive advantage in the entertainment industry. In recent years, Netflix has invested heavily in data analytics, recommendation algorithms, and digital production systems that help it release content more quickly and efficiently than traditional studios.

The InterPositive deal fits into that broader strategy, though the growing use of AI in film production has sparked debate across Hollywood.

During the 2023 Writers Guild of America strike and the 2023 SAG-AFTRA strike, writers and actors raised concerns that studios could use AI to generate scripts, recreate actors’ likenesses, or automate parts of the production process. Those disputes led to new union agreements placing limits on how studios can deploy AI in creative roles.

Affleck himself has taken a cautious stance on the technology. He has argued that AI is unlikely to replace writers, directors, or actors anytime soon because storytelling depends on human judgment and emotional insight that algorithms cannot replicate.

Instead, he views artificial intelligence primarily as a practical tool for addressing the logistical challenges that often consume time and resources during film production.

By Nazrin Sadigova