Amazon manager to expand controversial AI actress into a franchise
A former Prime Video manager is set to further develop the AI-generated Tilly Norwood and establish a whole universe of artificial characters.
Tilly Norwood will not remain the only AI actress. Her AI talent agency will soon be joined by others.
(Image: Particle6)
The AI company Particle6 wants to make the AI actress Tilly Norwood a big star. Mark Whelan, who was previously responsible for social strategies in several European markets at Amazon's streaming service Prime Video and worked on brands such as “The Grand Tour” and “Clarkson's Farm,” is now to help with this. According to a press release, Whelan is to take on the role of strategic director of the “AI Talent Studio” Xicoia and be responsible for expanding the Tilly Norwood brand and a so-called “Tillyverse.”
Alongside Particle6 CEO Eline van der Velden, Whelan is to build a digital world in which Tilly Norwood can interact with other computer-generated AI figures. The “Tillyverse” is designed as a continuously growing online universe in which the AI characters collaborate and advance their careers. How this will look in concrete terms remains to be seen for now. The launch is still planned for this year.
According to the studio, Whelan is not only to shape the narrative and strategic direction of Tilly Norwood, but also to develop new proprietary AI figures. Furthermore, Xicoia intends to produce customized digital talents for external clients. In a statement, Van der Velden explained that Whelan will help shape every level of Tilly's world, influence her humor and daily life, and co-design career decisions and audience interaction on various platforms.
Backlash from Hollywood
While the company speaks of rapid growth, sharp criticism is coming from Hollywood. The character Tilly Norwood is fully computer-generated, but the studio positions her as an actress. This is precisely what has caused resistance in the industry for months. The US union SAG-AFTRA clarified that Norwood is not a performer but the product of software trained on the work of numerous professionals – without their consent or compensation.
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The organization accuses the creators of endangering jobs and devaluing artistic achievements on this basis. Individual filmmakers have also publicly expressed strong disapproval. Van der Velden had already rejected the accusations. Digital figures should not replace real actors. Rather, it is an artistic project.
(joe)
