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

The Russo Brothers' latest Netflix venture, The Electric State, has sparked significant discussion since its debut on Friday, especially given its use of AI in the film industry's current climate. Joe Russo, who co-directed the film with his brother Anthony, defended the use of AI for voice modulation, describing it as a simple task that "any 10-year-old could do after watching a TikTok video."

In an interview with The Times, Joe Russo addressed the controversy surrounding AI, 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 emphasized the potential of 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. 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 some artists argue that AI opposes creativity, major studios seem eager to leverage the technology. In July 2024, Netflix CEO Ted Sarandos expressed that audiences "don’t care" about AI's use in film and TV. Sarandos highlighted the technology's potential to enhance storytelling, 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 rushing to adopt AI, however. Last month, Marvel denied using AI to create teaser posters for The Fantastic Four: First Steps, despite noticeable anomalies in the imagery.

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