A new, entirely AI-generated actress named Tilly Norwood has ignited a firestorm of controversy in the entertainment industry, drawing sharp criticism from actors and unions. Created by Xicoia, the AI division of production company Particle6, the synthetic character was introduced as a new talent seeking representation, triggering a debate about the future of human performance.
Hollywood’s Reaction
The response from Hollywood was swift and overwhelmingly negative. Upon learning about Tilly Norwood, acclaimed actress Emily Blunt expressed her alarm, telling Variety, “Good Lord, we’re screwed. That is really, really scary. Come on, agencies, don’t do that. Please stop. Please stop taking away our human connection.” Her sentiment reflects a broader anxiety among creative professionals about the implications of AI performers and the recent advancements in AI video generation tools.
SAG-AFTRA Denounces Synthetic Performers
The Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA) released a forceful statement condemning the concept. “To be clear, ‘Tilly Norwood’ is not an actor, it’s a character generated by a computer program that was trained on the work of countless professional performers — without permission or compensation,” the union wrote. They argued that such creations devalue human artistry and threaten the livelihoods of actors, stating the technology “creates the problem of using stolen performances to put actors out of work.” SAG-AFTRA emphasized that producers must comply with contractual obligations requiring bargaining before using synthetic performers.
The Creator’s Defense
In response to the backlash, Particle6 founder Eline Van der Velden defended the creation on Tilly Norwood’s Instagram account. Van der Velden positioned the AI character not as a replacement for human talent but as a new form of creativity. “She is not a replacement for a human being, but a creative work – a piece of art. Like many forms of art before her, she sparks conversation, and that in itself shows the power of creativity,” the post read.
Relevance for the MENA Tech and Media Landscape
This global debate on AI performers holds significant relevance for the rapidly expanding media and entertainment sectors in the MENA region. As countries like the UAE and Saudi Arabia invest heavily in becoming major production hubs, the ethical and employment questions raised by synthetic actors will inevitably surface. The region’s swift adoption of AI across industries means that its creative ecosystem will soon have to navigate the balance between technological innovation and protecting the roles of human talent. For a market focused on nurturing local storytellers and performers, this controversy serves as a critical case study on the future challenges facing the industry.
About Particle6
Particle6 is a production company founded by Eline Van der Velden. The company focuses on creating content across various media and has launched an AI division, Xicoia, to explore the intersection of artificial intelligence and creative production.
Source: TechCrunch
