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

There's no denying that the Russo Brothers' new Netflix film, The Electric State, has been generating buzz since its debut on Friday. Amidst the current industry climate, fans have been particularly vocal about the film's use of AI, sparking a broader conversation about the role of technology in creative processes.

Joe Russo, who co-directed Avengers: Infinity War and Avengers: Endgame with his brother Anthony, has staunchly defended the use of AI for voice modulation in The Electric State. In an interview with The Times, Joe Russo described the technique as "something any 10-year-old could do after watching a TikTok video." He further elaborated, 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 also highlighted the potential he sees in AI technology. "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 explained. "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 enthusiasm from some quarters, many artists across various disciplines view AI as the antithesis of creativity. However, studios seem eager to harness the technology once it's ready for implementation. In July 2024, Netflix CEO Ted Sarandos expressed that audiences "don’t care" if AI is used in the film and television programming they consume. He further emphasized that AI is "a great way for creators to tell better stories."

Sarandos drew a parallel with 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 jumping on the AI bandwagon, though. Last month, Marvel denied using AI to create teaser posters for their upcoming film, The Fantastic Four: First Steps, despite some visual anomalies suggesting otherwise.

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.