The sudden rise of Tilly Norwood, a computer-generated actress, has elicited strong reactions from the film community, including notable figures like Emily Blunt, Whoopi Goldberg, and Natasha Lyonne.
Norwood, created through AI technology, has gained a following on Instagram, where she shares comedic sketches. Her creator, Eline Van der Velden, noted, “I may be AI, but I’m feeling very real emotions right now,” and expressed excitement about future developments.
However, this sentiment is far from universal in Hollywood, where fears surrounding AI technology and its potential to replace human actors are mounting.
The controversy intensified when it was announced that Norwood would soon be signed by a talent agency, drawing swift criticism. The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) denounced Norwood, labeling her a “character generated by a computer program that was trained on the work of countless professional performers.”
This backlash echoes the concerns raised two years ago when SAG-AFTRA members participated in a 118-day strike to secure better AI protections in their contracts. SAG-AFTRA President Sean Astin emphasized the ethical implications of using AI in the industry.
“They are taking our professional members’ work that has been created, sometimes over generations, without permission, without compensation and without acknowledgment,” he stated.
Astin also criticized the notion that AI-generated content stands apart from human creativity, asserting that it fundamentally manipulates existing work without proper attribution or consent.
While Astin is open to discussions with Van der Velden’s company, he insisted that actors must have knowledge and approval over how their likenesses are used in AI-generated work. “We want to allow our members to benefit from new technologies,” he said, underscoring the necessity for proper negotiations.
Norwood’s creation stems from AI talent studio Xicoia, which aims to work with estates and stars to digitally recreate younger versions of themselves for film and television. Van der Velden, a Dutch actor and the founder of both Xicoia and AI production company Particle6, defended Norwood as a “piece of art.”
She stated, “I see AI not as a replacement for people, but as a new tool — a new paintbrush.” Van der Velden likened this technology to traditional animation or CGI, asserting that it opens up fresh storytelling possibilities.
With 44,000 followers on Instagram, Norwood presents herself as an up-and-coming actress based in London, often sharing scenes depicting her in various adventurous situations. One image features her ready to battle a monster, while another shows her escaping a collapsing building in a futuristic environment.
During a recent industry panel in Zurich, Van der Velden highlighted Norwood’s impact. “With Tilly, you know, when we first launched her, people were like, ‘That’s not going to happen,’” she said. “And now, we’re going to announce which agency is going to be representing her in the next few months. It’s all changing and everyone is starting to see the light, fortunately.”
While talent agencies have historically represented digital characters for advertising campaigns, the embrace of avatars in mainstream media has escalated. In 2024, the popular digital character Hatsune Miku even performed at the Coachella Valley Music and Arts Festival, and an AI model graced the cover of Vogue magazine for the L.A. brand Guess.
Some film studios, including Lionsgate, are forging partnerships with AI startups to explore enhanced production methods, from storyboarding to visual effects. Notably, Netflix and Amazon MGM Studios have also incorporated AI in their series development.
Despite the growing presence of AI in entertainment, concerns abound regarding the ethical use of copyrighted materials without appropriate permission or compensation. Earlier this year, major studios, including Disney, Universal, and Warner Bros. Discovery, took action against AI companies for copyright infringement.
In light of the backlash against Norwood, some actors have called for a boycott of agents who choose to represent her. “Read the room, how gross,” wrote “In the Heights” actor Melissa Barrera on social media.
Astin reiterated the rights of SAG-AFTRA members to refuse business dealings with agents participating in what is perceived as unethical practices. “Our members reserve the right to not be in business with representatives who are operating in an unfair conflict of interest, who are operating in bad faith,” he stated.
As the dialogue surrounding AI in entertainment continues to evolve, the industry remains divided on the implications for traditional acting careers.
image source from：latimes
