The Russo Brothers' latest Netflix venture, The Electric State, has sparked significant conversation since its debut on Friday, particularly regarding its integration of AI technology. In a time when the film industry is grappling with technological advancements, the use of AI in this film has become a focal point of discussion.
Joe Russo, co-director alongside his brother Anthony of blockbuster hits like Avengers: Infinity War and Avengers: Endgame, has come out in defense of AI's use in The Electric State. He described the AI application for voice modulation as something easily accessible, stating it's "something any 10-year-old could do after watching a TikTok video." In an interview with The Times, Russo addressed the controversy, 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."
Russo further elaborated on the potential of AI, noting that while it's currently in a "generative state" and prone to "hallucinations," it holds promise for creative endeavors. "You can’t do mission-critical work with something that hallucinates," he explained, citing examples like self-driving cars and AI surgery. Yet, he believes AI's current phase is best suited for creative applications.
Despite the enthusiasm from some quarters, the use of AI in creative fields has been met with resistance from many artists who see it as contrary to genuine creativity. However, industry leaders like Netflix CEO Ted Sarandos have shown optimism. In July 2024, Sarandos stated that audiences "don’t care" about the use of AI in content, and he views the technology as "a great way for creators to tell better stories." He drew parallels with the evolution of animation, noting, "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 on board with AI's rapid integration into film production. Marvel, for instance, recently denied using AI to generate teaser posters for The Fantastic Four: First Steps, despite rumors sparked by an image featuring a character with a four-fingered hand.
The Electric State was directed and produced by Anthony and Joe Russo, with a screenplay by Stephen McFeely and Christopher Markus, 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.
Critical reception has been mixed, with IGN's review giving The Electric State 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 continue their collaboration with Marvel Studios, directing the upcoming films Avengers: Doomsday in 2026 and Avengers: Secret Wars in 2027.
