Meet Tilly Norwood The AI Actress Shaking Up Hollywood
Meet Tilly Norwood Hollywoods First AI Starlet
Could a synthetic starlet with a curious name soon appear in a theater near you? According to Tilly Norwood's creators, the answer is a resounding yes. But Tilly Norwood isn't a Hollywood executive or an up-and-coming director; she is an AI-generated avatar designed for the big screen.
Norwood herself is designed to be unremarkable. She appears as a doe-eyed brunette in her twenties with a warm, slightly freckled complexion, looking much like a typical photogenic influencer. Her online persona is similarly generic, focusing on an aesthetic of drinking iced coffee and strolling through London, with a cryptic Instagram bio that reads, “You’ll either get it, or pretend you don’t.”
Despite her bland appearance, Tilly Norwood's arrival has caused a significant stir in Hollywood. The project was unveiled at the Zurich Film Festival by Eline Van der Velden, CEO of the UK-based AI production company Particle6. Van der Velden announced a new AI talent studio, Xicoia, which aims to create “hyperreal digital stars” for films, TV, social media, and advertising. Norwood, its first creation, has already built a following of over 50,000 on her Instagram account and has been featured in various AI-generated videos and images.
The Industry Pushback Actors and Unions React
While Particle6 may be attempting to generate hype, the backlash from working actors and their unions has been swift and loud. In response to the news, SAG-AFTRA released a statement condemning the creation of synthetic performers, asserting that “creativity is, and should remain, human-centered.” Van der Velden countered on Norwood’s Instagram page, framing AI as “a new tool” rather than a replacement for people.
This defense has done little to calm the nerves of industry professionals. The British actors’ union Equity dismissed Norwood as nothing more than an “AI tool.” High-profile actors have also voiced their concerns. Emily Blunt described the concept as “terrifying” and pleaded with Hollywood to stop eroding human connection. Others, including Melissa Barrera and Whoopi Goldberg, have also publicly condemned the idea of using an AI actress.
Talent Agencies Draw a Line in the Sand
Major talent agencies have been quick to distance themselves from the possibility of representing synthetic talent. WME chair Richard Weitz stated plainly that their agency “represents humans.” Similarly, Leslie Siebert, president of Gersh, told Variety that they were “not going to be that agency” to sign Norwood, while acknowledging that AI talent is an issue the industry must confront properly.
Producer and tech commentator Charlie Fink noted in an article for NPR that it is difficult to imagine an AI-generated actress truly competing with established A-list stars, who have the resources and influence to fight back against being replaced.
More Than Just One AI Actress
The fear surrounding Tilly Norwood is symptomatic of a broader anxiety about AI's role in entertainment, particularly for background and voice actors. These concerns were central to the recent SAG-AFTRA strike, which negotiated new contract terms regarding generative AI. The practice of “body scanning,” where studios create digital copies of background actors for reuse, is now allowed with consent and compensation. The same rules apply to using AI for voice dubbing. However, many union members felt these new clauses contained too many loopholes and did not offer sufficient protection.
The Inevitable Rise of AI Content
The panic over Norwood seems to be a focal point for a larger, more pervasive trend. Major tech companies are rolling out their own AI entertainment technologies. OpenAI recently launched its social network app Sora, an endless feed of AI-generated content, while Meta introduced a similar AI feed called Vibes.
While the claim that an AI avatar is the next Hollywood star may be an exaggeration, it highlights the undeniable influx of AI-generated content heading our way. The entertainment industry's vigilance in response to Tilly Norwood may be the first line of defense in keeping our screens, and the creative arts, human-centered.
