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 ignited significant discussion, particularly regarding its use of AI in the current industry climate. Joe Russo, who co-directed Avengers: Infinity War and Avengers: Endgame with his brother Anthony, has defended the use of AI for voice modulation in the film, suggesting it's a simple task that "any 10-year-old could do after watching a TikTok video."

In an interview with The Times, Joe Russo elaborated on 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." He further emphasized the potential of AI, noting, "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."

While many in the creative community view AI as antithetical to genuine creativity, major studios seem eager to harness the technology. In July 2024, Netflix CEO Ted Sarandos remarked that audiences "don’t care" about the use of AI in their programming. He added that AI could help creators "tell better stories." Sarandos compared 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."

However, not everyone is jumping on the AI bandwagon. Last month, Marvel refuted claims of using AI to create teaser posters for The Fantastic Four: First Steps, despite an image featuring a character with a four-fingered hand.

The Electric State, directed and produced by Anthony and Joe Russo, was adapted from Simon Stalenhag's 2018 illustrated novel. The screenplay was crafted by Stephen McFeely and Christopher Markus. The film boasts a star-studded 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, 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.