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

The Russo Brothers' latest Netflix film, The Electric State, has been generating significant buzz since its debut on Friday. Amidst the ongoing discussions about the use of AI in the film industry, co-director Joe Russo has come forward to defend the use of AI for voice modulation in the movie. He likened the process to something simple enough for a 10-year-old to master after watching a TikTok tutorial.

In an interview with The Times, Joe Russo addressed the concerns and fears 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 the technology, suggesting that while AI is currently in its generative phase and prone to "hallucinations," it holds great promise for creative applications. "You can’t do mission-critical work with something that hallucinates," Russo explained, citing the limitations that prevent AI from being used in self-driving cars or surgery. "But in its generative state, AI is best suited towards creativity."

Despite opposition from many artists who see AI as a threat to creativity, some industry leaders are eager to harness its potential. Netflix CEO Ted Sarandos, in a July 2024 statement, argued that audiences are indifferent to the use of AI in content creation. He believes that AI can help creators tell better stories, drawing a parallel to the evolution from hand-drawn to CG animation. "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. Marvel recently had to deny using AI to create promotional material for The Fantastic Four: First Steps, following speculation due to an image featuring a character 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, which was loosely adapted from Simon Stalenhag's 2018 illustrated novel. The film boasts a star-studded 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 "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.