Avengers Director Joe Russo Says AI Was Used for Voice Modulation in Netflix Film The Electric State, Insists 'AI Is Best Suited Towards Creativity'

Since its debut on Friday, the Russo Brothers' latest Netflix film, The Electric State, has sparked widespread discussion, particularly around its use of AI. This conversation is especially poignant given the current climate of the film industry.

Joe Russo, co-director alongside his brother Anthony of blockbuster hits like Avengers: Infinity War and Avengers: Endgame, has staunchly defended the film's use of AI for voice modulation. In an interview with The Times, Joe Russo remarked, "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 these assurances, many in the creative community view AI as antithetical to true creativity. Yet, some studios are eager to leverage the technology. Netflix CEO Ted Sarandos, in a July 2024 statement, suggested that audiences are indifferent to AI's use in film and television. He stated, "Audiences don’t care if AI is used in the film and television programming they watch. The tech is a great way for creators to tell better stories." Sarandos also drew a parallel with animation, saying, "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. 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 jumping on the AI bandwagon, however. Last month, Marvel refuted claims that AI was used to design teaser posters for The Fantastic Four: First Steps, despite noticeable anomalies like a four-fingered hand in the imagery.

The Electric State was directed and produced by Anthony and Joe Russo, with a screenplay by Stephen McFeely and Christopher Markus, loosely based on 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, 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.