The controversial agency behind AI actor Tilly Norwood has confirmed plans to create a “digital universe” to foster a “new generation” of talent.
The creation was unveiled last year by Dutch actor and comedian Eline Van Der Velden, which caused a backlash from a number of stars as well as SAG-AFTRA.
However, Van Der Velden’s AI talent studio Xicoia has now revealed plans to expand, with the hiring of Amazon Prime Video’s Mark Whelan as head of strategy and operations.
According to Variety, they plan to create the so-called ‘Tillyverse’ later this year, dubbed a “dynamic, constantly evolving digital universe where Tilly and a new generation of AI characters will live, collaborate and build careers”.
The company is also planning on “building IP at scale and redefining how talent is created, developed and experienced in the AI era”.
“Tilly Norwood isn’t just an AI character — she’s a personality, a brand, and a future global superstar with a compelling narrative arc,” Van Der Velden said. “Mark will help us craft and shape every layer of her world, from her humour, daily life and career choices to how she interacts with fans across various platforms. It all promises to be bold, playful, a little chaotic – and impossible to ignore.”
Whelan added: “Tilly already has the momentum, an audience and the cultural spark. Now we’re writing her story and building her universe. It’s a huge responsibility — but an incredibly exciting one. I think the world is going to have a lot of fun watching what happens next.”
Norwood’s creation was heavily criticised by a number of actors including Emily Blunt, who told Variety after being shown a video of the creation: “That’s an AI? Good Lord, we’re screwed. That is really, really scary, Come on, agencies, don’t do that. Please stop. Please stop taking away our human connection.”
Natasha Lyonne, who has worked with “ethical AI” to create a feature film with real actors, added: “Any talent agency that engages in this should be boycotted by all guilds. Deeply misguided & totally disturbed.”
SAG-AFTRA said that anyone using Norwood could pose contractual protection issues secured after the 2023 Hollywood strikes, adding: “It doesn’t solve any ‘problem’ – it creates the problem of using stolen performances to put actors out of work, jeopardising performer livelihoods and devaluing human artistry.”
However, Van Der Velden defended the AI creation, arguing it was “not a replacement for a human being, but a creative work – a piece of art”.
AI’s impact on the entertainment world has proved a controversial topic in recent years, with Oscar-winning actor Matthew McConaughey recently suggesting that moral apprehensions around its use are “not gonna last”.
“There’s too much money to be made, and it’s too productive,” he told a town hall event. “So I say: Own yourself. Voice, likeness, et cetera. Trademark it. Whatever you gotta do, so when it comes, no one can steal you.”
However, some have suggested his defence of AI could be financially motivated, as he has revealed he has been an investor in AI company ElevenLabs “for several years now”.