The 'Tillyverse' AI Actor Universe
Creator Tilly Norwood has launched the “Tillyverse,” a universe of AI-generated actors designed for transmedia careers in film, advertising, and digital platforms. These virtual performers are positioned as licensable creative assets that agencies can direct and customize. The model offers a scalable approach to talent, with major brands like Unilever reportedly watching closely.
The "Tillyverse" is an expansion of the controversial AI actor Tilly Norwood, first unveiled in 2025 by creator Eline Van der Velden's AI talent studio, Xicoia. This digital universe, set to launch later in 2026, will be a constantly evolving space for Tilly and a new generation of AI characters to "live, collaborate and build careers." To spearhead this expansion, former Amazon Prime Video executive Mark Whelan has been appointed as the head of strategy and operations at Xicoia. Tilly Norwood was created by Xicoia, the AI division of Particle6 Group, a production company founded by Dutch actress and producer Eline Van der Velden. The character's debut was in a comedy sketch titled "AI Commissioner," which was written by ChatGPT and featured a cast of AI-generated characters. Van der Velden has stated her ambition for Norwood is to become the "next Scarlett Johansson or Natalie Portman." The announcement that talent agencies were interested in representing Tilly Norwood sparked significant backlash from Hollywood. The actors' union SAG-AFTRA released a statement asserting that "Tilly Norwood is not an actor. It's a character generated by a computer program trained on the work of countless professional performers—without permission or compensation." This has raised legal and ethical questions regarding personality rights and the potential for AI to replace human performers. This isn't the first attempt to launch a virtual star. Many have drawn comparisons to Aki Ross, a CGI character from the 2001 film *Final Fantasy: The Spirits Within*, who was also intended to have a career in multiple films. However, unlike predecessors such as virtual influencer Lil Miquela, Tilly Norwood is being positioned specifically as an "actor" for film and television, a move that directly challenges traditional production models. Xicoia is actively recruiting for new creative roles, including comedy writers, to build out the 'Tillyverse'. Van der Velden's vision for Tilly Norwood is not just an AI character but a "personality, a brand, and a future global superstar with a compelling narrative arc." The studio aims to redefine how talent is created and managed in the age of AI. The development of the 'Tillyverse' represents a move from experimenting with a single AI actor to building scalable intellectual property with a roster of digital talent. The studio plans for Tilly to make on-screen appearances and interact directly with fans in 2026. This initiative is framed by its creators as job creation in a new entertainment sector, despite ongoing concerns from the creative community about the impact of AI.
