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

There’s no denying that The Electric State, the new Netflix film from the Russo Brothers, has sparked widespread conversation since its release on Friday. Given the current industry landscape, much of the discussion has centered around its use of AI—particularly in voice modulation.

Joe Russo, who co-directed Avengers: Infinity War and Avengers: Endgame with his brother Anthony, has publicly defended the film’s AI integration. In an interview with The Times, he described the AI technique used as surprisingly simple, stating it was “something any 10-year-old could do after watching a TikTok video.”

"People are afraid,” Joe Russo explained. “There’s a lot of finger-pointing and hyperbole because they don’t understand. But ultimately, you’ll see AI used more significantly.” He acknowledged that AI is still in its early, generative phase—what he referred to as a stage marked by “hallucinations.” “You can’t do mission-critical work with something that hallucinates,” he noted, citing the slow adoption of self-driving cars and AI-assisted surgery as real-world examples. However, he believes this current stage is ideally suited for creative applications.

While many artists across various fields argue that AI undermines true creativity, some studios are eager to explore its storytelling potential. Back in July 2024, Netflix CEO Ted Sarandos stated that audiences “don’t care” if AI is used in the films and shows they watch. He emphasized that the technology could enhance storytelling, calling it “a great way for creators to tell better stories.”

Sarandos compared the evolution of AI in media to the transition from hand-drawn to CG animation: “Animation didn’t get cheaper, it got better. More people work in animation today than ever before. So I’m pretty sure there’s a better business—and a bigger one—in making content 10% better than in making it 50% cheaper.”

Not everyone is on board yet. Last month, Marvel denied using AI to generate teaser posters for the upcoming The Fantastic Four: First Steps, despite visual anomalies such as a character appearing 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, loosely based on Simon Stålenhag’s 2018 illustrated novel. The film features an all-star 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 scored it 4 out of 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 return to Marvel Studios to direct the next two Avengers films: 2026’s Avengers: Doomsday and 2027’s Avengers: Secret Wars.