The Russo Brothers’ latest Netflix venture, The Electric State, premiered on Friday, sparking widespread discussion about its innovative use of AI, especially given the current industry landscape.

Joe Russo, co-director of Avengers: Infinity War and Avengers: Endgame alongside his brother Anthony, has championed the use of AI for voice modulation in The Electric State, describing it as a simple technique accessible to anyone after watching a brief online tutorial.

"There’s a lot of fear-driven criticism and exaggeration,” Joe Russo told The Times. “People lack understanding, but AI’s role in filmmaking will only grow."

Russo emphasized the technology’s creative potential. "AI is currently in a generative phase, prone to what we call hallucinations, making it unsuitable for critical tasks like autonomous driving or surgical procedures,” he explained. “But in its creative form, AI shines in artistic applications."

While many artists view AI as a threat to creativity, some studios are eager to adopt it. In July 2024, Netflix CEO Ted Sarandos argued that viewers are indifferent to AI’s use in film and TV, asserting it enables creators to craft superior narratives.

"The shift from hand-drawn to CG animation didn’t reduce costs—it enhanced quality, employing more animators than ever,” Sarandos noted. “Improving content by 10% will drive a larger industry than cutting costs by 50%."

Not everyone is fully on board with AI yet. Last month, Marvel refuted claims of using AI for teaser posters for The Fantastic Four: First Steps, despite a character depicted with a four-fingered hand.

Directed and produced by Anthony and Joe Russo, The Electric State features a screenplay by Stephen McFeely and Christopher Markus, loosely based on Simon Stalenhag’s 2018 illustrated novel. The cast includes Millie Bobby Brown, Chris Pratt, Ke Huy Quan, Woody Harrelson, Jason Alexander, Anthony Mackie, Jenny Slate, Giancarlo Esposito, Brian Cox, and Stanley Tucci.

IGN gave The Electric State a 4/10, stating: "The Russo Brothers team up with Netflix’s algorithm for The Electric State, a $300-million spectacle that falls flat."

The Russo Brothers are set to helm Marvel Studios’ upcoming Avengers films: Avengers: Doomsday in 2026 and Avengers: Secret Wars in 2027.