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Expert Insight: Netflix’s AI Bet Signals a Shift From Creation to Control in Filmmaking

Apr 20, 2026

2 min

Kimberly Owczarski

Recently published articles in NPR and outlets like Rest of World explore how Netflix is accelerating its use of artificial intelligence in film production through its work with InterPositive, an artificial intelligence company built by Hollywood actor Ben Affleck, signaling a shift that is less about replacing filmmakers and more about reshaping how films are made.


The deal between InterPositive and Netflix comes just over a week since the streamer pulled out of its plan to acquire Warner Brothers Discovery. Paramount agreed to acquire the media giant in a deal valued at around $110 billion. On Feb. 26, the Warner Brothers Discovery board declared Paramount's bid to be "superior" to an $83 billion deal it had previously struck with Netflix.

Kimberly A. Owczarski, an associate professor at Texas Christian University who studies media franchises, told NPR in an email that Netflix's decision to partner with a filmmaker of Affleck's prominence sends out a positive message to an industry reeling from the threats posed by the growing adoption of AI across the entertainment landscape.

"His status in the industry as a star, filmmaker, and producer gives substantial weight as he promotes a responsible use of AI in filmmaking," Owczarski said.  March 02 - NPR



The technology focuses on post-production efficiencies, using AI trained on a project’s own footage to handle tasks like relighting, continuity fixes, and visual effects, dramatically reducing time and cost while keeping creative direction in human hands.


But the broader implications are harder to ignore. As Kim Owczarski notes in the feature by Rest of World, “AI is not replacing creativity, but it is reshaping labor,” underscoring how these tools could redefine roles across visual effects and post-production.



While studios frame AI as assistive, the growing reliance on platform-controlled technology raises critical questions about authorship, workforce disruption, and who ultimately controls the filmmaking pipeline.


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Kimberly Owczarski is an associate professor in the Department of Film, Television and Digital Media at Texas Christian University. Her teaching and research focus is in the areas of conglomeration, franchises, media authorship and digital distribution.


View her profile


To explore how AI is transforming the media and entertainment industry and what it means for creative labour, production workflows, and the future of storytelling - simply contact Kim Owczarski for expert insight and commentary today.

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Kimberly Owczarski

Kimberly Owczarski

Associate Professor

Dr. Owczarski's research focuses on the contemporary media industries.

Media IndustriesMedia ConglomeratesEconomics of FilmDigital Media
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