Netflix and Ben Affleck: Custom AI Revolutionizes Cinema

Netflix and the Rise of Personalized AI Models in Cinema

Recently, Ben Affleck sold his artificial intelligence startup, InterPositive, to Netflix for an amount nearing $600 million. This transaction marks a turning point in the approach to generative AI within the film industry. While some AI enthusiasts envision a future where films and series could be created autonomously, the current reality is more nuanced. The trendiest AI models, such as Sora, Veo, and Runway, demonstrate impressive capabilities, but Hollywood is not yet ready to relinquish its control.

However, a new wave of generative models is emerging, designed to assist creators throughout the production process while avoiding pitfalls related to copyright. What sets these new models apart is their ability to be tailored specifically to the needs of each project, thus providing custom tools for filmmakers.

Netflix's Strategic Acquisition

Personalization has been one of the key aspects highlighted by Netflix during the announcement of the acquisition of InterPositive, founded by Ben Affleck in 2022. Although the exact amount of the acquisition has not been officially confirmed by Netflix, sources like Bloomberg estimate it could reach $600 million. This acquisition is significant as it underscores Netflix's intention to integrate AI as a central element of its production strategy. While Netflix has not wished to comment further, the company presents InterPositive's AI as a tool intended to "empower" creators rather than replace them.

In a statement, Affleck described how the InterPositive team developed "a proprietary dataset on a controlled film set, with all the familiarities of a complete production," which forms the basis of their core model.

An Innovative Workflow

Affleck expressed his desire to create a workflow that captures the essence of a film set, using a language familiar to cinematographers and directors. This system includes the consistency and controls expected by these professionals. The results of this work have led to more compact datasets and models focused on filmmaking techniques rather than performances, thus providing tools that artists can manipulate and exploit.

With this technology, Netflix can create unique versions of the InterPositive model by training it on dailies from ongoing shoots. Filmmakers can then use these specific models to generate and manipulate various visual elements during postproduction. Netflix claims that these models can help adjust lighting, remove unwanted details, or replace backgrounds, all while staying true to the director's creative vision.

The Challenges of Personalization

While promising, this technology relies on the assumption that InterPositive's models have been sufficiently trained to produce results aligned with filmmakers' expectations. One of the challenges lies in the absence of universal standards for elements such as good lighting, which vary depending on the type of production. This explains why models need to be adapted from the dailies to be effective in postproduction.

Asteria and Ethical Personalization

The vision of InterPositive is reminiscent of Asteria, the AI studio of Bryn Mooser, currently involved in the production of a film by Natasha Lyonne. Like InterPositive, Asteria offers a proprietary generative AI model, customizable through client-specific datasets. Asteria has also launched Continuum Suite, an AI operating system that analyzes scripts to create a detailed database on characters, scenes, storyboards, schedules, and budgets.

Asteria's main argument rests on the ethics of its AI model, whose dataset is composed of licensed material. While InterPositive focuses on fine-tuning details, Asteria generates complete elements, such as characters and background objects, sharing a consistent aesthetic derived from the dataset.

Towards Widespread AI Adoption

This technology is particularly appealing to filmmakers looking to enrich their projects with cohesive visual elements while avoiding intellectual property issues. Asteria and InterPositive view their products as tools to accelerate production without additional costs, a proposition that attracts traditional studios.

Unlike Netflix, other production studios remain more discreet about their use of AI. However, the industry shows signs of openness, as evidenced by Adobe's partnership with several studios to develop "intellectual property-safe" models integrated into its production tool suite.

Implications for Creators

While AI allows for faster and cheaper production, it does not necessarily guarantee the preservation of creative jobs or an improvement in working conditions. Although AI companies speak of "empowering" creators, they remain vague about the concrete implications of this empowerment. Until these questions are clarified, it is advisable to approach these innovations with caution.