SAG-AFTRA has issued a sharp rebuke following the introduction of “Tilly Norwood,” a hyperreal AI-generated performer from Xicoia, the AI talent studio founded by actor and producer Eline Van der Velden.
“SAG-AFTRA believes creativity is, and should remain, human-centered. The union is opposed to the replacement of human performers by synthetics,” the guild said in a statement. “To be clear, ‘Tilly Norwood’ is not an actor — it’s a computer-generated character trained on the work of countless professional performers without permission or compensation. It has no lived experience, no emotion, and audiences aren’t asking for it. What it does is exploit stolen performances to put actors out of work, jeopardizing livelihoods and devaluing human artistry. Signatory producers should also be aware that they may not use synthetic performers without complying with our contractual obligations, which require notice and bargaining.”
Tilly’s unveiling at the Zurich Summit was accompanied by bold ambitions. Van der Velden told Broadcast International she envisions Tilly as the next Scarlett Johansson or Natalie Portman, casting AI as a “new paintbrush” for storytelling, not a replacement for actors. Xicoia says its slate of digital personalities will be able to star in film and television, lead brand campaigns, host podcasts, engage on social platforms, and even anchor video games.
The reveal quickly sparked backlash from performers. Melissa Barrera urged actors to drop any agents representing AI talent, calling the move “gross.” Mara Wilson questioned why hundreds of real women’s faces were composited instead of hiring living talent. Others responded with humor — Lukas Gage quipped that Tilly “was a nightmare to work with,” while Odessa A’zion joked that the synthetic performer “threw coffee in my face.”
The debate echoes industry-wide tensions that flared during last year’s WGA and SAG-AFTRA strikes, where protections against unregulated AI were a central demand. While studios and startups experiment with digital characters, many creatives argue that algorithmic performances flatten the very qualities that make human storytelling resonate.
Whether Tilly Norwood becomes a novelty or a legitimate on-screen name remains to be seen. What’s certain is that her debut has forced Hollywood to confront the ethical and contractual stakes of AI talent sooner rather than later.
Lexi Carson covers the buzziest campaigns, brand beefs, and streaming shake-ups. She’s known for her razor-sharp takes, obsession with 90s ad jingles, and a red bob that’s never once missed a deadline.
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Agency frenzy over AI actress, Tilly Norwood, stirs anger
