AI Voice Modulation in Netflix's 'The Electric State' Sparks Creative Debate

Netflix's latest release, The Electric State, which premiered on Friday, has ignited widespread discussion, particularly around its innovative use of AI technology.

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 tool so intuitive that “a 10-year-old could master it after watching a TikTok tutorial.”

“There’s a lot of fear and exaggeration because people don’t fully grasp the technology,” Joe Russo told The Times. “But you’ll see AI playing a bigger role in the future.”

Russo emphasized the creative potential of AI. “Right now, AI is in a generative phase, prone to what we call ‘hallucinations.’ It’s not ready for mission-critical tasks like self-driving cars or surgical procedures,” he explained. “But in its current form, AI is a powerful tool for boosting creativity.”

While some artists argue AI undermines originality, certain studios are eager to adopt it. In July 2024, Netflix CEO Ted Sarandos claimed viewers are indifferent to AI’s role in film and TV production. He argued the technology is “a fantastic tool for creators to craft more compelling stories.”

“The shift from hand-drawn to CG animation didn’t cut costs—it enhanced quality, and today, more people work in animation than ever before,” Sarandos noted during a call. “Focusing on making content 10% better will always outweigh making it 50% cheaper.”

Not everyone is ready to embrace AI. Last month, Marvel clarified it did not use AI for teaser posters for The Fantastic Four: First Steps, despite a character in the imagery appearing with a four-fingered hand.

Directed and produced by Anthony and Joe Russo, The Electric State features a script by Stephen McFeely and Christopher Markus, adapted from Simon Stalenhag’s 2018 illustrated novel. 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 gave it a 4/10, stating: “Marvel’s top directors 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’ next two Avengers films: Avengers: Doomsday in 2026 and Avengers: Secret Wars in 2027.