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

Since its debut on Friday, the Russo Brothers' latest Netflix film, The Electric State, has sparked widespread discussion, particularly regarding its use of AI. Joe Russo, who co-directed the film with his brother Anthony, has been vocal about defending the use of AI for voice modulation in the movie. He described the process as simple, stating, "It's something any 10-year-old could do after watching a TikTok video."

In an interview with The Times, Joe Russo addressed the controversy surrounding AI in the film industry. "There's a lot of finger-pointing and hyperbole because people are afraid," he said. "They don't understand. But ultimately you'll see AI used more significantly." He further elaborated on the potential of AI, 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."

Despite the concerns of many artists who view AI as the antithesis of creativity, some studios are eager to integrate the technology. In July 2024, Netflix CEO Ted Sarandos expressed that audiences are indifferent to the use of AI in their entertainment. "Audiences don't care if AI is used in the film and television programming they watch," Sarandos stated. He emphasized the potential of AI to enhance storytelling, saying, "It's a great way for creators to tell better stories."

Sarandos also drew a parallel with the evolution of animation, noting, "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 in the industry is ready to embrace AI, however. Last month, Marvel Studios denied using AI to create teaser posters for their upcoming film, The Fantastic Four: First Steps, despite some visual 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 was less than favorable, giving 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.