Joe Russo: AI Used for Voice in 'The Electric State,' Boosts Creativity

There’s no denying that the Russo Brothers’ latest Netflix film, The Electric State, has been a hot topic since its debut on Friday. With the current industry climate, the film’s use of AI has sparked considerable discussion among fans.

Joe Russo, who co-directed Avengers: Infinity War and Avengers: Endgame with his brother Anthony, has staunchly defended the use of AI for voice modulation in The Electric State. He likened the process to something simple enough that "any 10-year-old could do after watching a TikTok video."

In an interview with The Times, Joe Russo addressed the controversy head-on, saying, "There’s a lot of finger-pointing and hyperbole because people are afraid. They don’t understand. But ultimately you’ll see AI used more significantly." He went on to express optimism about the technology's potential, stating, "Also, AI is in its generative state now, where it has, as we call them, hallucinations. You can’t do mission-critical work with something that hallucinates. That is a reason self-driving cars haven’t taken over, or why AI surgery is not taking place worldwide. But in its generative state, AI is best suited towards creativity."

While many artists across various disciplines argue that AI is the antithesis of creativity, it appears that some studios are eager to harness the technology as it matures. In July 2024, Netflix CEO Ted Sarandos claimed that audiences "don’t care" if AI is used in the film and television content they consume. Sarandos further emphasized that AI could be "a great way for creators to tell better stories."

"Animation didn't get cheaper, it got better in the move from hand-drawn to CG animation, and more people work in animation today than ever in history," Sarandos noted during a call. "So I'm pretty sure there's a better business and a bigger business in making content 10% better than there is in making it 50% cheaper."

However, not everyone is jumping on the AI bandwagon. Last month, Marvel Studios denied using AI to create teaser posters for The Fantastic Four: First Steps, despite a noticeable error of a character depicted with a four-fingered hand.

The Electric State was directed and produced by Anthony and Joe Russo, with a screenplay by Stephen McFeely and Christopher Markus. It was loosely adapted from Simon Stalenhag’s 2018 illustrated novel. The film boasts an impressive cast including Millie Bobby Brown, Chris Pratt, Ke Huy Quan, Woody Harrelson, Jason Alexander, Anthony Mackie, Jenny Slate, Giancarlo Esposito, Brian Cox, and Stanley Tucci.

IGN's review of The Electric State was less than stellar, awarding it a 4/10 and describing it as "Marvel’s biggest hitmakers join forces again with the Netflix algorithm to deliver The Electric State, a $300-million anti-event movie."

Looking ahead, the Russo Brothers are set to direct the next two Avengers films for Marvel Studios: Avengers: Doomsday in 2026 and Avengers: Secret Wars in 2027.