There’s no denying that the Russo Brothers’ new Netflix film, The Electric State, has been the talk of the town since its debut on Friday. With the current climate in the entertainment industry, fans have been particularly vocal about its use of AI.
Joe Russo, who, along with his brother Anthony, directed blockbuster hits like Avengers: Infinity War and Avengers: Endgame, has defended the use of AI for voice modulation in The Electric State. He likened it to 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 further elaborated on the potential of the technology, saying, "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 view AI as the antithesis of creativity, some studios are eager to embrace the technology once it's ready for implementation. In July 2024, Netflix CEO Ted Sarandos claimed that audiences "don’t care" if AI is used in the film and television programming they watch. Sarandos emphasized the potential benefits, asserting that the tech is "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 said 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."
Not everyone is on board with AI integration, however. Last month, Marvel denied using AI to create teaser posters for the upcoming film The Fantastic Four: First Steps, despite one character in the imagery sporting a four-fingered hand.
The Electric State was directed and produced by Anthony and Joe Russo, with a script by Stephen McFeely and Christopher Markus. The film is a loose adaptation of Simon Stalenhag's 2018 illustrated novel and stars a powerhouse 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.
