Artificial intelligence (AI) is a wide-ranging tool that enables people to rethink how people integrate information, analyze data, and use the resulting insights to improve decision making—and already it is transforming every walk of life.
The technology is used across a variety of sectors and can no longer be considered a technology of the future – it is already shaping everyday lives.
Technology has always had a leading role in the entertainment industry, changing the way content is created, distributed and consumed – from turning black and white pictures to technicolor, and the gramophone to streaming music.
Now, with generative artificial intelligence, technology’s impact is likely to be even more profound: Media companies can produce high-quality content faster and at lower costs, while curation and personalization are likely to increase audiences’ engagement.
The impact of generative AI on the production and distribution of TV, film and music offers cost savings for media companies but could also upend the competitive landscape.
Acting Debut
Xicoia founder Eline Van der Velden told a panel at the Zurich Summit, the industry strand of the Zurich Film Festival, that high-profile projects will be utilizing the technology in the near future, adding that Tilly Norwood, a computer-generated actress, is attracting the attention of multiple Hollywood talent agents.
The news has ignited a heated debate within the entertainment industry, with the AI talent studio behind her confirming its goal: for Tilly to become the “next Scarlett Johansson.”
Norwood is the first creation to emerge from recently launched AI talent studio Xicoia, a spin-off from Van der Velden’s AI production studio Particle6.
He said that studios were quietly moving forward with AI projects, and that further announcements would come in the next few months.
We were in a lot of boardrooms around February time, and everyone was like, ‘No, this is nothing. It’s not going to happen.’ Then, by May, people were like, ‘We need to do something with you guys,’” said Van der Velden.
He added, “When we first launched Tilly, people were like, ‘What’s that?,’ and now we’re going to be announcing which agency is going to be representing her in the next few months.”
Tilly Norwood
In July, Norwood revealed on her Facebook page that she had starred in her first role, a comedy sketch “AI Commissioner,” which can be found below.
Norwood wrote, “Can’t believe it… my first ever role is live! I star in ‘AI Commissioner,’ a new comedy sketch that playfully explores the future of TV development produced by the brilliant team at Particle6 Productions.”
She added, “I may be AI generated, but I’m feeling very real emotions right now. I am so excited for what’s coming next!”.
“We want Tilly to be the next Scarlett Johansson or Natalie Portman, that’s the aim of what we’re doing,” Van der Velden told Broadcast International, adding that economic issues were driving the movie and TV business toward AI production.
“People are realizing that their creativity doesn’t need to be boxed in by a budget – there are no constraints creatively and that’s why AI can really be a positive,” Van der Velden continued. “It’s just about changing people’s viewpoint.”
In a LinkedIn post, Van der Velden commented, “Audiences? They care about the story — not whether the star has a pulse. Tilly is already attracting interest from talent agencies and fans. The age of synthetic actors isn’t ‘coming’ — it’s here.”
Particle6 has produced content across multiple genres, from “Miss Holland” for BBC Three to “True Crime Secrets” for Hearst Networks, and “Look See Wow!” for Sky Kids.
While several talent agencies are interested in signing Norwood, Melissa Barrera, Kiersey Clemons and more actors have suggested a boycott of such agencies after Van der Velden teased that high-profile projects will be utilizing the technology in the near future.
“Hope all actors repped by the agent that does this, drop their a$$,” wrote Barrera on her Instagram Story with Deadline’s report. “How gross, read the room.”
Clemons echoed that sentiment in the comments section, writing, “Out the agents. I want names.”
“Not an actress actually,” commented Nicholas Alexander Chavez. “Nice try.”
“Hey @sagaftra any thoughts here?” wrote Jenna Leigh Green, following the 2023 SAG-AFTRA and WGA strikes that partially centered around acceptable AI uses.
Mara Wilson also raised an important point. “And what about the hundreds of living young women whose faces were composited together to make her? You couldn’t hire any of them?” she wrote.
Despite the dystopian vibes of the innovation that is Tilly, some voiced their disapproval with a bit of levity. “She was a nightmare to work with!!!!” wrote Lukas Gage in a comment. “She couldn’t hit her mark and she was late!”
“She threw coffee in my FACE!!!” wrote Odessa A’zion.
Trace Lysette added in her own comment, “She cut me in line at lunch one day and didn’t even say excuse me. She won’t get far.”
Toni Collette responded only with the screaming emoji, while Ralph Ineson wrote on X, “F**k off.”
Xicoia is focused on creating AI talent for use in everything from film and TV productions to podcasts, TikTok, YouTube, brand campaigns and video games – as well as interactions with fans. Operating on a hybrid model of human creative oversight and autonomous AI responsiveness, they’ll come equipped with complete backstories, distinct voices, evolving narrative arcs and fully realized personalities, as well as the ability to engage in unscripted conversations, perform monologues, respond to trends in real time and adapt tone and references to suit platform-specific audiences.
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