The direct reduction of titanium oxides has been investigated at several research organisations worldwide in search of a replacement for the current method of titanium metal production: the Kroll process. By cathodically polarising oxide feedstock of varying composition, both commercial purity titanium and titanium alloys have been produced, including the shape memory alloy Ni–Ti and novel compositions such as Ti–W. The reduction pathway has shown to be via a series of lower oxides and titanate species, with critical ramifications for process optimisation. Research continues on improving the process current efficiency and development of a suitable inert anode material.