[A new artificially intelligent ‘actress’ and the goals of the company that created her are generating new controversy in the creative industries. The story below from Variety describes the situation; more details follow in an excerpt from coverage in Deadline. For more details about the controversy and backtracking by the company, see a story in /Film with a critical assessment – that story concludes with this:

“AI image generation technology has created a sizable investment bubble, and studios still seem to be going ham with it, even as the public increasingly hates it. When the bubble bursts, Tilly will die. She will not have a funeral. She’s not real.”

–Matthew]

[Image: Credit: Courtesy of Xicoia]

AI Actress Tilly Norwood Debuts at Zurich Summit as Industry Grapples With Emerging Tech: We Want Her ‘to Be the Next Scarlett Johansson’

By Leo Barraclough
September 28, 2025

AI actress Tilly Norwood has attracted the attention of multiple talent agents, actor, comedian and producer Eline Van der Velden told a panel at the Zurich Summit, the industry strand of the Zurich Film Festival.

Tilly Norwood is the first creation to emerge from recently launched AI talent studio Xicoia, a spin-off from Van der Velden’s AI production studio Particle6.

Van der Velden said that studios were quietly moving forward with AI projects, and that further announcements would come in the next few months.

“We were in a lot of boardrooms around February time, and everyone was like, ‘No, this is nothing. It’s not going to happen.’ Then, by May, people were like, ‘We need to do something with you guys,’” said Van der Velden, who was being interviewed on stage Saturday by Diana Lodderhose of Deadline.

“When we first launched Tilly, people were like, ‘What’s that?,’ and now we’re going to be announcing which agency is going to be representing her in the next few months.”

In July, Norwood revealed on her Facebook page that she had appeared in her first role, a comedy sketch “AI Commissioner,” which can be found [in the original story and via YouTube].

Norwood wrote, “Can’t believe it… my first ever role is live! I star in ‘AI Commissioner,’ a new comedy sketch that playfully explores the future of TV development produced by the brilliant team at Particle6 Productions.”

She added, “I may be AI generated, but I’m feeling very real emotions right now. I am so excited for what’s coming next!”

“We want Tilly to be the next Scarlett Johansson or Natalie Portman, that’s the aim of what we’re doing,” Van der Velden told Broadcast International, adding that economic issues were driving the movie and TV business toward AI production.

“People are realizing that their creativity doesn’t need to be boxed in by a budget – there are no constraints creatively and that’s why AI can really be a positive,” Van der Velden continued. “It’s just about changing people’s viewpoint.”

In a LinkedIn post, Van der Velden commented, “Audiences? They care about the story — not whether the star has a pulse. Tilly is already attracting interest from talent agencies and fans. The age of synthetic actors isn’t ‘coming’ — it’s here.”

Particle6 has produced content across multiple genres, from “Miss Holland” for BBC Three to “True Crime Secrets” for Hearst Networks, and “Look See Wow!” for Sky Kids.

—

[From Deadline]

Eline Van Der Velden, Founder Of AI Indie Particle6, Launches AI Talent Studio Xicoia For “Hyperreal Digital Stars”

By Diana Lodderhose, International Features Editor
September 25, 2025

[snip]

Unlike static avatars, Xicoia’s AI characters are developed with complete backstories, distinct voices, evolving narrative arcs and fully realized personalities. The characters can engage in unscripted conversations, perform monologues, respond to trends in real time and adapt tone and references to suit platform-specific audiences. They will operate on a hybrid model of human creative oversight and autonomous AI responsiveness, ensuring cultural relevance and brand safety while maintaining creative ambition.

The company has already soft-launched its first character, Tilly Norwood, on platforms such as TikTok, Instagram and YouTube and the AI-actress is building an early following.

Xicoia said it is also currently working with “several Hollywood stars who wish to appear on screen as their younger or current selves” and is also collaborating with estates “to bring legendary performers back to the big screen while offering studios a new way to reimagine and exploit existing IP.”

The company’s mid to long term roadmap includes scaling to more than 40 AI personals, licensing its DeepFame technology as a platform, and expand into scripted entertainment formats, live performances and merchandising. Xicoia’s vision, it said, is to create an entire universe of characters where events in one character’s life may impact another, offering crossover potential, fandom expansion and an evolving digital IP.

“With Xicoia, we’re creating the first studio where AI-driven talent isn’t just a gimmick – it’s living, performing IP with depth humor and narrative arcs,” said Van Der Velden. “We believe the next generation of cultural icons will be synthetic – stars that never tire, never age and can interact with fans. But just like the best entertainment companies, the key isn’t the technology – it’s the storytelling and people behind those stories.”

She continued: “We’re standing at the dawn of a new category – AI-powered celebrity IP. Xicoia’s mission is to shape it, own it and set the creative standard. Just as the 20th century was defined by the rise of film stars and pop icons, we believe the 21st will be defined by synthetic talent.”