AI 'Actress' Tilly Norwood Is Getting Her Own 'Tillyverse'

Why it matters

The "Tillyverse" is being developed by Xicoia, an AI talent studio owned by the British production company Particle6. To spearhead this expansion, Xicoia has hired former Amazon Prime Video executive Mark Whelan, who will oversee the creation of new AI characters and manage bespoke virtual talent for third parties. The project aims to build a full digital universe for Tilly and other AI personalities to "live, collaborate and build careers." Tilly Norwood's creator, Eline van der Velden, has stated the goal is for Tilly to become a "future global superstar with a compelling narrative arc." This move has already sparked significant backlash in Hollywood and concern from unions like SAG-AFTRA over the use of AI performers without compensation or permission. The production company claims using an AI actor like Tilly could slash production costs by as much as 90%. Virtual talent has been making inroads in fashion for years. Digital supermodel Shudu has modeled for Fenty Beauty and Ellie Saab, while the computer-generated influencer Lil Miquela has partnered with Prada and Calvin Klein, even sharing a campaign with Bella Hadid. These digital personas have amassed millions of followers and secured features in publications like Vogue and Business of Fashion. Luxury brands are simultaneously experimenting with AI in their campaigns, with mixed results. Valentino faced criticism for an AI-generated video promoting a handbag, highlighting consumer skepticism towards AI-created work in a sector built on human craftsmanship. Conversely, brands like Gucci and Jil Sander have used AI-assisted imagery in their campaigns, often to create surreal environments or extend the narrative of a traditional photoshoot. The push into the "Tillyverse" signals a broader industry trend of building intellectual property at scale around AI talent. This runs parallel to fashion's adoption of AI for more than just marketing, with companies like Tommy Hilfiger and Levi's using AI models to diversify their e-commerce imagery and even co-designing products with AI assistance. This development places AI at the center of a culture clash within the luxury and entertainment sectors. While some brands are leaning into AI to tell new kinds of stories and enhance digital experiences, the move towards fully synthetic personalities challenges the traditional emphasis on heritage, artisanship, and human talent that has long defined the creative industries.

Key numbers

• The "Tillyverse" is being developed by Xicoia, an AI talent studio owned by the British production company Particle6.
• The production company claims using an AI actor like Tilly could slash production costs by as much as 90%.

What happens next

• To spearhead this expansion, Xicoia has hired former Amazon Prime Video executive Mark Whelan, who will oversee the creation of new AI characters and manage bespoke virtual talent for third parties.
• The production company claims using an AI actor like Tilly could slash production costs by as much as 90%.

Sources

• dubbed
• The "Tillyverse" is being
• This move has already
• The production company
• Digital supermodel Shudu
• These digital personas
• Valentino faced criticism
• This runs parallel to

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