Joe Russo: AI Powers 'Electric State' Voices, Boosts Creativity

The Russo Brothers' new Netflix film The Electric State has dominated conversations since its premiere – and given the current industry climate, discussions about its use of AI have taken center stage.

Joe Russo, who co-directed Avengers: Infinity War and Avengers: Endgame with his brother Anthony, has defended employing AI for voice modulation in the film. "This is technology any 10-year-old could use after watching a TikTok tutorial," Russo remarked.

"Much of the criticism stems from fear and misunderstanding," Russo told The Times. "People react with hyperbole when facing the unknown. The reality is we'll see increasingly significant AI integration in filmmaking."

The director sees creative potential in the emerging technology: "Current AI operates in a generative state with what we call 'hallucinations.' You wouldn't trust mission-critical operations to systems that invent information – that's why we don't have widespread AI surgery or autonomous vehicles yet. But for creative exploration? It's remarkably well-suited."

While many creatives view AI as fundamentally opposed to artistic expression, major studios appear eager to adopt the technology. Netflix CEO Ted Sarandos stated in July 2024 that viewers show indifference toward AI's role in content creation, calling it "a powerful storytelling tool."

"Animation didn't become cheaper when transitioning from hand-drawn to CG – it became better," Sarandos explained. "Today, more animators work in the industry than ever. Focusing on 10% quality improvement creates better business outcomes than chasing 50% cost reductions."

Rank the films of Millie Bobby Brown

Not all industry players embrace AI uncritically. Marvel recently refuted claims about using AI-generated promotional artwork for The Fantastic Four: First Steps, despite questionable anatomical details in one image.

The Electric State adapts Simon Stålenhag's 2018 illustrated novel, with the Russo brothers directing and producing. The ensemble cast features Millie Bobby Brown, Chris Pratt, and multiple Oscar winners alongside veteran actors.

IGN's review scored the film 4/10, calling it "a $300 million anti-event movie created by Marvel's top directors working with Netflix's algorithm."

The Russos remain attached to direct Marvel's next two Avengers installments: Avengers: Doomsday (2026) and Avengers: Secret Wars (2027).