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

The Russo Brothers' latest Netflix film, The Electric State, has sparked considerable conversation since its debut on Friday, not only for its content but also for its use of AI in voice modulation. This topic has become particularly relevant given the current climate in the film industry.

Joe Russo, one half of the directing duo behind Avengers: Infinity War and Avengers: Endgame, has defended the incorporation of AI in The Electric State. He likened its use to something as simple as a tool that "any 10-year-old could do after watching a TikTok video." In an interview with The Times, Russo addressed the controversy, 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."

Russo further elaborated on the potential of AI, noting that it is currently in its "generative state," which he described as having "hallucinations." He explained, "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 the enthusiasm from some quarters, the use of AI in creative fields remains a contentious issue. Many artists across various disciplines argue that AI is the antithesis of creativity. However, some studios, including Netflix, are eager to explore its potential. In July 2024, Netflix CEO Ted Sarandos stated that audiences "don’t care" if AI is used in the content they consume. He emphasized that AI could be "a great way for creators to tell better stories."

Sarandos also drew a parallel with the evolution of 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 on board with the rapid adoption of AI in film. Last month, Marvel Studios denied using AI to create teaser posters for The Fantastic Four: First Steps, despite some visual anomalies suggesting otherwise.

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

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.