Joe Russo: AI Used for Voice in Netflix's The Electric State, Boosts Creativity

The Russo Brothers' latest Netflix venture, "The Electric State," has sparked significant buzz since its debut on Friday. Amidst the current industry climate, the film's use of AI has become a focal point of discussion. Joe Russo, who co-directed the film with his brother Anthony, has come to the defense of AI's role in the movie, particularly its use for voice modulation. He likened the process to something "any 10-year-old could do after watching a TikTok video," suggesting that the technology is more accessible than critics might believe.

In an interview with The Times, Joe Russo addressed the controversy, 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 sees AI as a tool with vast potential, especially in its current generative state. "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," he explained, citing examples such as self-driving cars and AI-assisted surgery. However, he believes that in its current form, AI is best suited for creative endeavors.

Despite opposition from many artists who view AI as the antithesis of creativity, some studios are eager to harness its potential. Netflix CEO Ted Sarandos, speaking in July 2024, asserted that audiences "don’t care" about AI's use in film and television. He sees AI as "a great way for creators to tell better stories." Sarandos drew a parallel with the transition from hand-drawn to CG animation, noting that "animation didn't get cheaper, it got better... and more people work in animation today than ever in history." He argued that enhancing content quality by 10% is more beneficial than reducing costs by 50%.

Not everyone is on board with AI's integration, however. Marvel recently denied using AI to create teaser posters for "The Fantastic Four: First Steps," despite visible anomalies in the artwork.

"The Electric State" is a high-budget production, directed and produced by Anthony and Joe Russo, based on a script by Stephen McFeely and Christopher Markus. It's a loose adaptation of Simon Stalenhag's 2018 illustrated novel and 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, awarding 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.