Joe Russo: AI Used for Voice in 'The Electric State,' Enhances Creativity

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. Amidst the current industry climate, fans have been particularly vocal about the film's use of AI.

Joe Russo, who co-directed Avengers: Infinity War and Avengers: Endgame with his brother Anthony, has staunchly defended the use of AI for voice modulation in The Electric State. He argued that it's "something any 10-year-old could do after watching a TikTok video." In an interview with The Times, Joe Russo elaborated, "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 sees great potential in the technology, stating, "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 view AI as the antithesis of creativity, some studios are eager to integrate the technology once it's fully ready. 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. He further 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 said 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."

Not everyone is quick to embrace AI, however. Last month, Marvel denied using AI to create teaser posters for the upcoming The Fantastic Four: First Steps, despite one of the characters being depicted 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. It was 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 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 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.