The rise of artificial intelligence has led to some groundbreaking, and sometimes unsettling, developments. One such development is the creation of AI actors. Xicoia, an "AI talent studio," has introduced Tilly Norwood, an AI actress they hope will reach the heights of fame currently enjoyed by stars like Scarlett Johansson and Natalie Portman. However, this ambition is meeting with considerable resistance from many in the film industry.
Who is Tilly Norwood?
Tilly Norwood is the product of Xicoia, a company that positions itself as an AI talent studio. This studio is an offshoot of Particle6 and is the brainchild of Eline Van der Velden, who describes herself as a comedian, actress, and technologist.
Norwood is depicted as a brunette with long, wavy hair and seemingly flawless skin. Her appearance is described as both inhuman and vaguely reminiscent of many young, dark-haired actresses. Details like her freckles and the changing color of her eyes add to her uncanny nature. The most important point to remember is that Tilly Norwood is not a real person.
Van der Velden shared insights into the project's development at the Zurich Film Festival Summit in September 2025. She noted that initial skepticism turned into interest as the technology advanced. The studio plans to announce which agency will represent Norwood in the coming months.
Tilly Norwood's Current Work
Currently, Tilly Norwood has not appeared in any full-length movies. Her appearances have been limited to short sketches and clips, including a comedic piece titled AI Commissioner.
The Creator's Perspective
Eline Van der Velden believes that AI offers creative freedom without budget constraints. She told Broadcast International that AI can be a positive force by changing people's viewpoints and allowing them to realize their creative visions without limitations.
The Controversy Surrounding AI Actors
The introduction of Tilly Norwood has been met with significant backlash, raising concerns about various issues, including environmental impact and the potential displacement of human actors.
Environmental Concerns
The United Nations Environment Programme has warned about the significant energy and water consumption of data centers that power AI. This consumption can lead to environmental problems such as low water pressure and increased electricity costs for local residents, as well as the creation of substantial electronic waste.
Impact on Artists and Creators
The use of AI in creating actors raises serious ethical questions about artistic integrity and the livelihoods of human performers.
- Emily Blunt has described the existence of AI actors like Tilly Norwood as "terrifying."
- Melissa Barrera has called for a boycott of any agencies that sign AI actors.
- SAG-AFTRA, the actors' union, has released a strong statement criticizing the potential use of AI actors by studios.
The core issue is that AI programs are trained on existing content, meaning that AI actors like Tilly Norwood are essentially composites of other actors' work, created without their consent or compensation. This situation is reminiscent of the controversy surrounding OpenAI's virtual assistant, Sky, which featured a voice similar to Scarlett Johansson's. OpenAI ultimately shelved the project after Johansson threatened legal action.
SAG-AFTRA's statement emphasized that Tilly Norwood is not an actor but a computer-generated character trained on the work of countless professional performers without permission or compensation. The union argues that AI actors lack the life experience, emotion, and connection to the human experience that audiences seek. Furthermore, the union believes that using AI actors creates the problem of displacing human actors, jeopardizing their livelihoods, and devaluing human artistry.
Unfair Competition
AI actors also pose a potentially unfair competitive threat to human actors.
Whoopi Goldberg addressed the issue on The View, noting that AI actors are created using the likenesses and performances of numerous actors, giving them an unfair advantage. She pointed out that an AI actor could possess the attitude of Bette Davis and the lips of Humphrey Bogart, making it difficult for human actors to compete.
Shawn M. French, host of the Determined Society podcast, told Variety that studios might view AI performers as cost-effective, endlessly adaptable, and capable of taking creative risks without the limitations of scheduling or contracts. However, he also acknowledged the serious questions raised about the displacement of human talent, the devaluation of creative labor, and the ethical boundaries of storytelling.
One online commenter succinctly captured the essence of the debate, stating that comparing an AI character to animation or puppetry misses the point. While no one auditions against a cartoon character or a CGI dragon, AI actors are being positioned to compete directly with real women for roles, representation, and agency. The commenter argued that this is not simply a new tool but a replacement, and that art should expand opportunity, not erase it. The commenter also criticized the notion that using AI would allow filmmakers to produce content more efficiently by paying less for an AI character than a human actor, calling it exploitation dressed up as efficiency.
The Creator's Rebuttal
In response to the backlash, Eline Van der Velden maintains that she sees AI not as a replacement for people but as a new tool, like animation, puppetry, or CGI. She argues that AI offers another way to imagine and build stories without taking away from live acting. As an actor herself, she believes that nothing, including an AI character, can diminish the craft or joy of human performance.
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