# Tilly Norwood

> Source: https://aiwiki.ai/wiki/tilly_norwood
> Updated: 2026-06-08
> Categories: AI Companies, AI Safety
> From AI Wiki (https://aiwiki.ai), a free encyclopedia of artificial intelligence. Quote with attribution.

Tilly Norwood is a fully [AI-generated](/wiki/generative_ai) synthetic performer, marketed as an "AI actress," created in 2025 by the Dutch comedian, actress, and producer Eline Van der Velden through her production company Particle6 and its AI division, Xicoia. Presented as a 24-year-old British woman, the character is a digital construct with an [Instagram](/wiki/instagram) presence rather than a real person. In late September 2025, Van der Velden unveiled Norwood at the Zurich Summit and said that multiple talent agencies were interested in representing the character. The claim triggered a swift and widely covered backlash across [Hollywood](/wiki/hollywood), with the actors' union [SAG-AFTRA](/wiki/sag_aftra) declaring that Norwood "is not an actor" and numerous prominent performers objecting. The episode became a cultural flashpoint in the debate over [AI in film](/wiki/ai_in_film), performer consent, training data, and the future of human actors. [1][2][3]

## What Tilly Norwood is

Tilly Norwood is a computer-generated character, not a real human being. She is presented as a 24-year-old British woman with brown hair and brown eyes, conceived as an original character rather than a likeness of any specific living actor. The character maintains social-media accounts, and by 3 October 2025 her Instagram following had reached roughly 50,000. [3][4]

Norwood is the first creation of Xicoia, an AI talent studio that Van der Velden launched in 2025 as a division of her production company Particle6 Group. Particle6 was founded by Van der Velden in 2015 and is described as a self-funded, profitable production company. According to Van der Velden, about 15 people worked on developing Norwood over roughly three years, producing around 2,000 image iterations before settling on the final design. The team said it used a range of third-party [generative AI](/wiki/generative_ai) tools, including [Google](/wiki/google_deepmind)'s [Veo](/wiki/veo) video model and [Gemini](/wiki/gemini), [OpenAI](/wiki/openai)'s [ChatGPT](/wiki/chatgpt), [DeepSeek](/wiki/deepseek), and an image tool nicknamed "Nano Banana," along with proprietary tooling built on existing [large language models](/wiki/large_language_model). Van der Velden has emphasized that her company did not train its own foundation models, stating, "We didn't do any of the training either. We used third party tools." [3][5]

Norwood's first on-screen appearance came on 30 July 2025 in a comedy sketch titled "AI Commissioner," produced by Particle6, in which she appeared alongside other AI characters. The sketch was poorly received by critics, who described the performance as stiff and afflicted by the [uncanny valley](/wiki/uncanny_valley). [3]

| Attribute | Detail |
| --- | --- |
| Type | AI-generated synthetic character ("AI actress") |
| Creator | Eline Van der Velden |
| Companies | Particle6 (production company); Xicoia (AI talent studio) |
| Depicted as | 24-year-old British woman |
| First appearance | "AI Commissioner" sketch, 30 July 2025 |
| Public debut | Zurich Summit, late September 2025 |
| Tools cited | Veo, Gemini, ChatGPT, DeepSeek, "Nano Banana," proprietary tools |

## The 2025 controversy

Van der Velden formally introduced Norwood and announced Xicoia at the Zurich Summit, an industry event held alongside the Zurich Film Festival, in late September 2025. Reporting on the event, Variety and Deadline noted that Van der Velden said multiple talent agents had expressed interest in representing the character, with Variety quoting her aim that "We want Tilly to be the next Scarlett Johansson or Natalie Portman, that's the aim." She also indicated that an agency announcement could come within months, contrasting early skepticism with what she described as growing industry interest: "when we first launched Tilly, people were like, 'No, that's not going to happen,' and now we're going to announce which agency is going to be representing her." [1][6]

A Deadline article headlined "Talent Agents Circle AI Actress Tilly Norwood" amplified the story, and the prospect of an AI character being signed to a talent agency went viral over the following days. The reaction in Hollywood was overwhelmingly negative, and the controversy quickly became a focal point for anxieties about [synthetic media](/wiki/synthetic_media) and AI replacing human performers. [1][6]

## Reactions: SAG-AFTRA and actors

On 30 September 2025, SAG-AFTRA, the union representing roughly 160,000 film, television, and media performers, issued a statement condemning the project. The union wrote:

"To be clear, 'Tilly Norwood' is not an actor, it's a character generated by a computer program that was trained on the work of countless professional performers, without permission or compensation. It has no life experience to draw from, no emotion and, from what we've seen, audiences aren't interested in watching computer-generated content untethered from the human experience."

SAG-AFTRA added that the technology "doesn't solve any 'problem,'" arguing instead that "it creates the problem of using stolen performances to put actors out of work, jeopardizing performer livelihoods and devaluing human artistry." [2]

Numerous performers spoke out publicly. Emily Blunt, reacting in an interview, called the prospect "really, really scary." Whoopi Goldberg questioned whether an AI could replicate human performers, observing that real people "move differently." Other actors who criticized the project on social media or in interviews included Melissa Barrera, Kiersey Clemons, Natasha Lyonne, Sophie Turner, Toni Collette, Ariel Winter, Mara Wilson, and Jameela Jamil, who called it "deeply disturbing." The talent agencies WME and Gersh publicly distanced themselves from representing AI characters of this kind. International performers' unions, including the British union Equity and Canada's ACTRA, also voiced opposition. [2][3]

## Van der Velden's defense

Van der Velden defended the project as a creative work rather than a replacement for human actors. In a statement and subsequent interviews, she framed Norwood as a piece of art comparable to a writer creating a fictional character, saying, "As a creative, I have really enjoyed creating her. It's been just like a writer creating characters." She argued that the project involved extensive human labor, stating that "There's a lot of humanity and people behind her that people forget about." [5]

She also rejected the framing that Norwood threatened jobs, asserting, "Tilly's not the first. Tilly's not taking anyone's job. She's created jobs actually," and suggested that the uproar reflected broader societal anxieties, saying, "Tilly did a great thing in sparking that conversation." Van der Velden predicted that audiences would eventually accept AI-assisted productions, contending that storytelling quality, not production method, would determine engagement. In response to questions about funding, she denied using a British Film Institute grant to develop Norwood, noting that Particle6 had been self-funded. [3][5]

## Significance

The Tilly Norwood episode became a prominent flashpoint in the broader debate over AI in entertainment. It crystallized fears that [generative AI](/wiki/generative_ai) systems, trained on large bodies of existing creative work, could be used to produce synthetic performers that compete with human actors while raising unresolved questions about consent, compensation, and the use of [training data](/wiki/training_data) drawn from real performances. Critics tied these concerns to the same issues at the heart of the 2023 SAG-AFTRA strike, in which protections against unconsented AI use of performers' likenesses and the regulation of [digital replicas](/wiki/digital_human) were central demands. [2][7]

The controversy also reflected wider anxiety about [synthetic media](/wiki/synthetic_media), [deepfakes](/wiki/deepfake), and the erosion of trust in audiovisual content. Some commentators noted that the first widely promoted "AI actor" was a young woman fully controlled by its creators, raising additional questions about representation and agency. Supporters of the technology, including Van der Velden, argued that AI characters are a new creative medium and a cost-saving tool for an industry under economic pressure, while opponents framed them as a threat to performers' livelihoods and to the value of human artistry.

In the months following the initial backlash, Van der Velden said additional AI characters were in development and that Xicoia intended to expand its roster of synthetic performers. Reporting through early 2026 indicated that AI performances continued to face significant audience and industry resistance, and Norwood remained a frequently cited example in discussions of AI's role in film and television. [4][8]

## References

1. Cynthia Littleton and Manori Ravindran, "AI Actress Tilly Norwood Debuts at Zurich Summit as Industry Grapples With Emerging Tech: We Want Her 'to Be the Next Scarlett Johansson,'" Variety, September 2025. https://variety.com/2025/film/global/ai-actress-tilly-norwood-talent-agents-zurich-summit-1236533454/
2. "SAG-AFTRA Condemns Tilly Norwood: AI Actress Is Not an Actor," Variety, 30 September 2025. https://variety.com/2025/film/news/sag-aftra-tilly-norwood-ai-actress-1236534779/
3. "Tilly Norwood," Wikipedia. https://en.wikipedia.org/wiki/Tilly_Norwood
4. "There's a new face in Hollywood, generated by AI," CBS News, 2025. https://www.cbsnews.com/news/theres-a-new-face-in-hollywood-generated-by-ai/
5. "Tilly Norwood Creator Eline Van der Velden on AI Actress Controversy," Variety, 2025. https://variety.com/2025/film/news/tilly-norwood-creator-eline-van-der-velden-ai-actress-1236574125/
6. "Talent Agents Circle AI Actress Tilly Norwood As Studios Quietly Embrace AI Technology, Zurich Summit," Deadline, September 2025. https://deadline.com/2025/09/talent-agent-ai-actress-tilly-norwood-studios-1236557889/
7. "Hollywood erupts as talent agents circle 'AI actor' Tilly Norwood," Fortune, 1 October 2025. https://fortune.com/2025/10/01/tilly-norwood-ai-actress-backlash-hollywood-eline-van-der-velden-sag-aftra/
8. "Tilly Norwood Creator Eline Van Der Velden Talks Backlash, Reveals Another 40 AI Actors Are In The Pipeline & Explains Why They Will Never Replace Real Actors," Deadline, November 2025. https://deadline.com/2025/11/tilly-norwood-creator-interview-backlash-more-ai-actors-coming-1236601334/