There's no doubt that the Russo Brothers' latest Netflix venture, The Electric State, has been the buzz of the film community since its debut on Friday. Amidst ongoing discussions about the role of AI in the industry, the film's use of this technology has sparked particular interest.
Joe Russo, who co-directed Avengers: Infinity War and Avengers: Endgame with his brother Anthony, has come to the defense of using AI for voice modulation in The Electric State. He described the process as something "any 10-year-old could do after watching a TikTok video," emphasizing its simplicity.
In an interview with The Times, Joe Russo addressed the controversy surrounding AI, 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 that while it's currently in its "generative state" and prone to "hallucinations," it holds great promise for creative applications. "You can’t do mission-critical work with something that hallucinates," he explained, pointing to examples like self-driving cars and AI-assisted surgery. "But in its generative state, AI is best suited towards creativity."
However, not everyone in the creative community shares this enthusiasm for AI. Many artists across various fields view AI as the antithesis of creativity. Despite this, some studios, including Netflix, are eager to integrate the technology into their productions. In July 2024, Netflix CEO Ted Sarandos expressed that audiences "don’t care" about the use of AI in film and TV, and he believes it can help creators "tell better stories." Sarandos drew a parallel with the evolution of animation, noting that the shift from hand-drawn to CG didn't make animation cheaper but better, resulting in more job opportunities. "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," he concluded.
On the other hand, not all studios are jumping on the AI bandwagon. Last month, Marvel Studios denied using AI to create teaser posters for 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 screenplay 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 a "$300-million anti-event movie" resulting from a collaboration between Marvel's hitmakers and the Netflix algorithm.
Looking ahead, the Russo Brothers are set to helm the next two Avengers films for Marvel Studios: Avengers: Doomsday in 2026 and Avengers: Secret Wars in 2027.
