Joe Russo on AI in 'The Electric State': Enhances Creativity

Since its debut on Friday, the Russo Brothers' new Netflix film, "The Electric State," has sparked significant discussion, particularly regarding its use of AI. Given the current industry climate, fans and critics alike have been vocal about the film's incorporation of this technology.

Joe Russo, co-director alongside his brother Anthony of blockbuster hits like "Avengers: Infinity War" and "Avengers: Endgame," has defended the use of AI for voice modulation in "The Electric State." He described the process as "something any 10-year-old could do after watching a TikTok video." In an interview with The Times, Russo addressed the controversy, stating, "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."

Russo sees potential in the technology, noting that "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." He pointed out that this is why self-driving cars and AI surgery are not yet widespread. However, Russo believes that "in its generative state, AI is best suited towards creativity."

While many artists across various fields argue that AI is the antithesis of creativity, some studios are eager to harness its potential. In July 2024, Netflix CEO Ted Sarandos stated that audiences "don't care" about the use of AI in film and television. Sarandos emphasized that the technology is "a great way for creators to tell better stories." He likened the transition to that of animation, saying, "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. 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."

Not everyone is quick to embrace AI, however. Last month, Marvel denied using AI to create teaser posters for "The Fantastic Four: First Steps," despite some noticeable anomalies in the imagery.

"The Electric State" was directed and produced by Anthony and Joe Russo, with a script by Stephen McFeely and Christopher Markus, 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" gave it a 4/10, 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.