Since its debut on Friday, the Russo Brothers’ new Netflix film, The Electric State, has sparked widespread discussion, particularly regarding its use of AI in the current industry climate. Joe Russo, who co-directed Avengers: Infinity War and Avengers: Endgame with his brother Anthony, has openly defended the use of AI for voice modulation in the film, 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, 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 AI, 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."
Despite opposition from many artists who view AI as the antithesis of creativity, major studios like Netflix seem eager to leverage the technology once it matures. In July 2024, Netflix CEO Ted Sarandos claimed that audiences "don’t care" if AI is used in their film and television programming. Sarandos emphasized that the technology is "a great way for creators to tell better stories," comparing it to the transition from hand-drawn to CG animation. He stated, "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 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 a star-studded 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 forward, 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.
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