LOS ANGELES: A digital creation named Tilly Norwood, introduced as an AI-generated “actress,” has ignited backlash across Hollywood, with the powerful SAG-AFTRA union condemning the project as a threat to human talent in entertainment.
Unveiled over the weekend at the Zurich Summit, Norwood a lifelike virtual character with youthful features, brown eyes, a British accent, and a burgeoning social media presence was created by Dutch actor-producer Eline Van der Velden through her London-based AI studio, Particle6. The virtual debut featured a 20-second comedic clip satirizing the concept of an AI-led television series.
Though Norwood has no ties to any real actress, her brief debut has already caused waves. Van der Velden claimed during her presentation that interest is growing among Hollywood talent agencies, noting a shift from skepticism to intrigue. “Agents are now saying, ‘We need to do something with you guys,’” she said, as reported by Variety. She hinted that a groundbreaking agency deal might be finalized in the coming months.
SAG-AFTRA, which represents over 160,000 performers across film, television, and radio, issued a sharp rebuke, warning that replacing human performers with digital facsimiles undermines the very foundation of creative work. “Creativity is, and should remain, human-centered,” the union said in a statement. “The union is opposed to the replacement of human performers by synthetics.”
The issue of AI in entertainment has long been a point of contention, becoming especially prominent during recent negotiations between SAG-AFTRA and major studios. While AI has played a supporting role in areas like CGI and digital “de-aging,” the notion of AI actors front-lining productions has remained largely speculative—until now.
Tilly Norwood is the centerpiece of a broader AI-generated parody video released in July, featuring 16 digitally created characters. Her creators describe her not merely as software but as a new kind of artistic expression. A Facebook post written in Norwood’s voice declared: “I may be AI generated, but I’m feeling very real emotions right now. I am so excited for what’s coming next!”
SAG-AFTRA was quick to challenge that sentiment. “To be clear, ‘Tilly Norwood’ is not an actor,” the union stated. “It’s a digital construct built using the work of countless professionals—without consent or compensation.”
In an effort to counter the criticism, Van der Velden took to Instagram, calling Norwood “a creative work – a piece of art,” and emphasizing that she was never intended to replace real actors. “She sparks conversation, and that in itself shows the power of creativity,” she wrote.
However, Van der Velden struck a different tone in a July interview with Broadcast International, where she proclaimed the goal was for Norwood to reach the same cultural status as Hollywood icons. “We want Tilly to be the next Scarlett Johansson or Natalie Portman,” she said.
Not all industry experts believe such aspirations are realistic. Yves Bergquist, who leads AI research at USC’s Entertainment Technology Center, dismissed the project’s buzz as “nonsense.” Despite widespread anxiety over AI’s impact on creative roles, he noted that within professional Hollywood circles, there’s little genuine interest in fully synthetic performers. “Among serious people in the industry, there’s zero appetite for it,” he said.
