AI Content Studio Poaches Top Amazon Executive

Mark Whelan joins Xicoia, the AI studio created by Particle6 CEO Eline van der Velden, as Head of Strategy and Operations. Whelan previously spent six years at Amazon's Prime Video, where he led social media expansion across Europe for major brands like The Grand Tour and Clarkson's Farm. Whelan's primary focus will be on expanding the AI character Tilly Norwood and launching the "Tillyverse," a digital universe for Norwood and other AI characters to "live, collaborate and build careers." He is tasked with shaping every aspect of Tilly's world, from her humor and career choices to her fan interactions. Xicoia, founded in February 2025, is described as the world's first AI talent studio, designed to create, manage, and monetize digital talent. The studio and its flagship character, Tilly Norwood, were officially unveiled at the Zurich Film Festival in September 2025. The announcement of an AI-generated actress, and the claim that talent agencies were interested in signing her, sparked significant controversy in Hollywood. Actors and unions like SAG-AFTRA raised concerns about job displacement and the devaluing of human artistry. The creator, Eline van der Velden, has stated that Tilly Norwood is not a replacement for human actors but a "creative work." Whelan's hiring signals a decisive move for the studio from concept to what they hope will be a "cultural force." Beyond the "Tillyverse," Whelan will also oversee the development of new proprietary AI characters for Xicoia and its sister company, Particle6, as well as manage the creation of bespoke AI talent for third-party clients.