Hollywood actor Ben Affleck has sold his artificial intelligence company to Netflix – a surprise to many because he kept his ownership of the company, InterPositive, under the radar for years.
It’s also attracted controversy as Affleck had previously played down AI’s creative abilities.
Earlier this year, he told controversial podcaster Joe Rogan he did not think AI would have the capacity to “write anything meaningful” or make films “from whole cloth”.
However, in a March 6 video announcing the deal, Affleck said he had changed his mind about AI; initially being worried about its potential impact, but now viewing it as a “really meaningful innovation”.
Affleck said InterPositive did not provide video generation tools such as Google’s Veo3 or OpenAI’s Sora – it was “not about text prompting or generating something from nothing” – but instead helped in the post-production process.
Announcing the acquisition, Netflix said: “We believe new tools should expand creative freedom, not constrain it or replace the work of writers, directors, actors, and crews.”
Affleck founded InterPositive in 2022 by creating an “AI model trained to understand visual logic and editorial consistency, while maintaining cinematic rules under real-world production challenges such as missing shots or incorrect lighting.”
He added, “We also built in restraints to protect creative intent, so the tools are designed for responsible exploration while keeping creative decisions in the hands of artists.”
Affleck will also be joining Netflix as a senior advisor as part of the deal, which is for an undisclosed sum.
As the news, not only of the sale but also of Affleck’s ownership of an AI company, began to spread, online backlash also grew.
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The Ankler calls out Ben Affleck
Along with social media reaction about the new information, news/commentary site The Ankler called Affleck out in a strongly-worded Instagram post – at a time when creative industries across the world are becoming increasingly concerned with protecting their work.
The post asked: “Why did Ben Affleck start an AI company in secret?”
The caption reads: “The real AI fight in Hollywood isn’t about stopping the machines. It’s about control.
“Who owns the data? Who licenses the likeness? And who gets paid when it’s a digital version of a movie star on the screen?
“Unlike the generative models inspiring outrage across the industry, AI production tools and synthetic performances are increasingly embraced by the same public figures signing anti-AI letters.
“Affleck’s Netflix deal points to a future in which performers are essentially IP.”
The Ankler also wrote, “For the past few weeks, Hollywood has been in full AI panic mode. Open letters, full-page ads, think pieces and social media campaigns have warned that artificial intelligence could upend the economics of creative labor.
“Meanwhile, Ben Affleck was building an AI company.”
It adds, “The deal neatly captures the paradox now unfolding across Hollywood; stars are publicly warning that AI could steal their jobs…while privately investing in the technology that might replace them.”
As the AI debate intensifies with no clear resolution in sight… time will tell whether Affleck’s investment will help harm or hinder the industry of his peers.
Top image: Ben Affleck/Instagram. Image credit: Netflix/Instagram