There’s no denying that the Russo Brothers’ latest Netflix film, The Electric State, has been the talk of the town since its debut on Friday. With the current industry climate, fans have been buzzing about its use of AI, sparking widespread discussion.
Joe Russo, who, alongside his brother Anthony, directed Avengers: Infinity War and Avengers: Endgame, has staunchly defended the use of AI for voice modulation in The Electric State. He claims it's "something any 10-year-old could do after watching a TikTok video." In an interview with The Times, Joe Russo stated, "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 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."
While many artists across various disciplines argue that AI is the antithesis of creativity, some studios are eager to leverage the technology once it's ready for implementation. 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 AI is "a great way for creators to tell better stories."
"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," Sarandos noted during a call. "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."
Despite the enthusiasm from some quarters, not everyone is ready to embrace AI immediately. Last month, Marvel denied using AI to create teaser posters for the upcoming The Fantastic Four: First Steps, despite one of the characters appearing with a four-fingered hand.
The Electric State was directed and produced by Anthony and Joe Russo, based on a script by Stephen McFeely and Christopher Markus. The screenplay was 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, stating, "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.
