There's no denying the Russo Brothers' new Netflix film The Electric State has been the talk of the town since its debut on Friday. Amidst the industry's current climate, fans have been particularly vocal about the film's use of AI, sparking a wide range of discussions and debates.
Joe Russo, who co-directed Avengers: Infinity War and Avengers: Endgame with his brother Anthony, has defended the use of AI for voice modulation in The Electric State. He described it as "something any 10-year-old could do after watching a TikTok video," suggesting that the technology is accessible and user-friendly.
In an interview with The Times, Joe Russo addressed the controversy surrounding AI, saying, "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, 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."
Despite the enthusiasm from some studios, many artists across various disciplines argue that AI is the antithesis of creativity. However, some industry leaders, like Netflix CEO Ted Sarandos, see it differently. In July 2024, Sarandos claimed that audiences "don't care" if AI is used in the content they consume. He emphasized that the technology is "a great way for creators to tell better stories," drawing a parallel to the evolution of animation from hand-drawn to CG. "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. "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 ready to embrace AI, however. Last month, Marvel Studios denied using AI to create teaser posters for The Fantastic Four: First Steps, despite some noticeable anomalies in the imagery, such as a character with a four-fingered hand.
The Electric State was directed and produced by Anthony and Joe Russo, with a script by Stephen McFeely and Christopher Markus. It is 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 films for Marvel Studios: Avengers: Doomsday in 2026 and Avengers: Secret Wars in 2027.
