Joe Russo on AI in Film: 'Best Suited for Creativity'

The Russo Brothers' latest Netflix venture, The Electric State, has sparked widespread discussion since its debut on Friday, particularly regarding its use of AI. In the current industry climate, the use of artificial intelligence in filmmaking has become a hot topic among fans and professionals alike.

Joe Russo, who co-directed Avengers: Infinity War and Avengers: Endgame with his brother Anthony, has staunchly defended the integration of AI in The Electric State. In a recent interview with The Times, Joe explained that AI was used for voice modulation, describing it as "something any 10-year-old could do after watching a TikTok video." He acknowledged the fear and misunderstanding surrounding AI but predicted a more significant role for it in the future, 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 current capabilities and limitations 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."

Despite the enthusiasm from some quarters, not all in the creative industry share the Russo Brothers' optimism about AI. Many artists across various fields argue that AI is fundamentally opposed to true creativity. However, major studios seem eager to explore the technology's potential. Netflix CEO Ted Sarandos, in a statement from July 2024, suggested that audiences are indifferent to AI's use in film and television. Sarandos emphasized that AI could enhance storytelling, 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."

Meanwhile, not all studios are jumping on the AI bandwagon. Last month, Marvel Studios denied using AI to create teaser posters for their upcoming film, The Fantastic Four: First Steps, despite some visual anomalies in the promotional material.

The Electric State was directed and produced by Anthony and Joe Russo, with a script 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.