Welcome to the “Tillyverse” — the digital world of controversial AI "actor" Tilly Norwood that its creator says will allow AI characters to collaborate and build artificial acting careers.
The CEO of Particle6, Eline van der Velden, announced the “rapid expansion” of Tilly Norwood and its universe in a news release Monday. Van der Velden has also recruited Amazon executive Mark Whelan from Prime Video as head of strategy and operations for the AI talent studio Xicoia, which is part of Particle6.
Whelan, Van der Velden said, will help the studio develop Norwood into “a future global superstar.”
“Mark will help us craft and shape every layer of her world, from her humour, daily life and career choices to how she interacts with fans across various platforms,” Van der Velden said in the release.
The Tillyverse, “a dynamic, constantly evolving digital universe where Tilly and a new generation of AI characters will live,” is set to launch this year, the release said.
The AI actor has come under fire from Hollywood, including the actors union SAG-AFTRA, which blasted the studio for “using stolen performances to put actors out of work, jeopardizing performer livelihoods and devaluing human artistry.”
The union emphasized that Norwood is “not an actor”; rather, “it’s a character generated by a computer program.”
Whelan’s appointment is not the first time the AI studio has partnered with traditional media. Particle6 collaborated with the History Channel in the Netherlands to produce an AI-created time travel series, featuring Dutch author and media personality Corjan Mol going back in time to explore the Netherlands “with the help of AI.”
Xicoia’s release says Whelan’s hiring and the expansion of the Tillyverse signal “a period of rapid acceleration.”
“Xicoia isn’t just experimenting with AI talent — it’s building IP at scale and redefining how talent is created, developed and experienced in the AI era,” the release said.
Whelan was previously a comedy producer and led social expansion for Amazon Prime Video. “Tilly already has the momentum, an audience and the cultural spark,” Whelan said in the release about his new role. “Now we’re writing her story and building her universe.”
