Since its debut on Friday, the Russo Brothers' latest Netflix film, The Electric State, has sparked widespread conversation, particularly regarding its use of AI in the current industry climate. Joe Russo, who, along with his brother Anthony, directed blockbuster hits like Avengers: Infinity War and Avengers: Endgame, has openly defended the incorporation of AI for voice modulation in the film. He described the process as simple, stating, "something any 10-year-old could do after watching a TikTok video."
In an interview with The Times, Joe Russo addressed the controversy, noting, "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, 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."
Despite the apprehension from many artists who view AI as the antithesis of creativity, major studios seem eager to harness the technology once it's fully developed. In July 2024, Netflix CEO Ted Sarandos expressed that audiences "don’t care" about the use of AI in their entertainment, emphasizing its potential to enhance storytelling. 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."
However, not everyone is quick to embrace AI. Last month, Marvel Studios denied using AI to create teaser posters for their upcoming film The Fantastic Four: First Steps, despite noticeable anomalies in the imagery, such as a character with a four-fingered hand.
The Electric State was directed and produced by Anthony and Joe Russo, with a script 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 was less than enthusiastic, rating 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.
