Joe Russo on AI in 'The Electric State': Enhances Creativity

There’s no doubt that the Russo Brothers’ latest Netflix venture, The Electric State, has sparked significant conversation since its release on Friday. Amidst the buzz, the film’s use of AI, particularly for voice modulation, has been a hot topic, especially given the current climate in the entertainment industry.

Joe Russo, who co-directed the film with his brother Anthony, defended the use of AI in an interview with The Times. He suggested that the technology is simple enough that "any 10-year-old could do after watching a TikTok video." Russo emphasized that the industry's reaction stems from fear and misunderstanding. "There’s a lot of finger-pointing and hyperbole because people are afraid," he said. "They don’t understand. But ultimately you’ll see AI used more significantly."

Russo also highlighted the potential of AI, noting its current "generative state" where it can produce "hallucinations," making it unsuitable for critical tasks like self-driving cars or AI-assisted surgery. However, he believes that in this state, AI is best suited for creative endeavors. "But in its generative state, AI is best suited towards creativity," Russo remarked.

Despite many artists viewing AI as the antithesis of creativity, some studios are eager to embrace the technology. Netflix CEO Ted Sarandos, in a July 2024 statement, argued that audiences are indifferent to AI’s use in film and television. "Audiences don’t care if AI is used in the film and television programming they watch," Sarandos claimed, adding that AI can help creators tell better stories. He drew a parallel with the transition from hand-drawn to CG animation, noting that it improved the quality of animation and increased employment in the field. "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. "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 rushing to adopt AI, though. Last month, Marvel Studios denied using AI to create teaser posters for The Fantastic Four: First Steps, despite some anomalies in the imagery 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 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 enthusiastic, giving 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.