Joe Russo on AI in 'The Electric State': Enhances Creativity

The Russo Brothers' latest venture, "The Electric State," has sparked significant conversation since its debut on Netflix last Friday. Amidst the ongoing debates about artificial intelligence (AI) in the film industry, Joe Russo, co-director alongside his brother Anthony of "Avengers: Infinity War" and "Avengers: Endgame," has publicly defended the use of AI in their new film. Specifically, he highlighted the use of AI for voice modulation, describing it as a simple process that even a 10-year-old could master after watching a TikTok tutorial.

In an interview with The Times, Joe Russo addressed the controversy 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 current state of AI, noting its "generative" capabilities and its potential in creative fields. "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," he explained, suggesting that while AI may not be suitable for critical applications like self-driving cars or AI-assisted surgeries, it holds promise in enhancing creativity.

Despite the enthusiasm from some filmmakers, the use of AI remains a contentious issue among artists who argue that it undermines true creativity. In contrast, industry leaders like Netflix CEO Ted Sarandos have expressed optimism about AI's role in content creation. Speaking in July 2024, Sarandos remarked that audiences are indifferent to the use of AI in their viewing experiences and emphasized that AI could help storytellers craft better narratives. He drew a parallel to the evolution of animation, stating, "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."

"The Electric State," directed and produced by the Russo Brothers, is based on a script by Stephen McFeely and Christopher Markus, 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.

However, the film has received mixed reviews, with IGN giving it a disappointing 4/10, describing it as a "$300-million anti-event movie" and critiquing the blend of Marvel's hitmakers with Netflix's algorithmic approach.

Amidst the AI debate, not all studios are eager to embrace the technology. Last month, Marvel Studios denied using AI to create promotional materials for their upcoming film "The Fantastic Four: First Steps," despite some visual anomalies in the released imagery.

Looking forward, the Russo Brothers are set to return to the Marvel universe, directing the next two Avengers films: "Avengers: Doomsday" in 2026 and "Avengers: Secret Wars" in 2027.