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. Amidst the current industry climate, fans have been buzzing about its use of AI, particularly in voice modulation. Joe Russo, who along with his brother Anthony directed blockbuster hits like Avengers: Infinity War and Avengers: Endgame, has staunchly defended this choice. He stated that using AI for voice modulation is "something any 10-year-old could do after watching a TikTok video."
In an interview with The Times, Joe Russo addressed the controversy, saying, "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, noting, "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 argue that AI is the antithesis of creativity, some studios are eager to harness this technology once it's fully developed. Back 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 that the technology is "a great way for creators to tell better stories." He added, "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, however. Last month, Marvel denied using AI to create teaser posters for the upcoming The Fantastic Four: First Steps, despite one of the characters 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, 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 movies for Marvel Studios: Avengers: Doomsday in 2026 and Avengers: Secret Wars in 2027.
