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

The Russo Brothers' latest Netflix film, The Electric State, has sparked significant conversation since its release on Friday. Amidst the ongoing debates about the use of AI in the film industry, co-director Joe Russo has defended the incorporation of AI for voice modulation in the movie, suggesting it's as simple as "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, 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 technology's potential, emphasizing that AI is currently in its generative state, which he believes is best suited for creative applications. "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," Russo 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 apprehension among many artists who view AI as the antithesis of creativity, some studios, including Netflix, are keen on integrating the technology. In July 2024, Netflix CEO Ted Sarandos commented that audiences "don’t care" if AI is used in their film and television programming. Sarandos highlighted the potential benefits, 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."

However, not everyone is ready to embrace AI. Last month, Marvel Studios 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, with a screenplay by Stephen McFeely and Christopher Markus, 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 gave it a disappointing 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.