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

Since its debut on Friday, the Russo Brothers' new Netflix film, The Electric State, has sparked significant conversation, particularly around its use of AI technology. Joe Russo, co-director alongside his brother Anthony of blockbuster hits Avengers: Infinity War and Avengers: Endgame, has been vocal in defending the film's use of AI for voice modulation. He described the process as "something any 10-year-old could do after watching a TikTok video."

In an interview with The Times, Joe 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." He further elaborated on AI's potential, noting, "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 in the creative community view AI as a threat to traditional artistry, some industry leaders, including Netflix CEO Ted Sarandos, see it as a tool for enhancing storytelling. In July 2024, Sarandos commented that audiences "don’t care" about the use of AI in their entertainment, emphasizing that the technology can help creators "tell better stories." He drew parallels to the evolution of animation, stating, "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 ready to embrace AI, however. Marvel recently denied using AI to create teaser posters for The Fantastic Four: First Steps, despite some visual anomalies in the artwork.

The Electric State was directed and produced by Anthony and Joe Russo, with a script by Stephen McFeely and Christopher Markus, loosely based on 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 enthusiastic, 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.