Eline van der Velden, the creator of the controversial AI actress Tilly Norwood, is planning a “rapid expansion” for her digital creation including building an entire universe around her.
As part of the expansion Van der Velden has tapped Prime Video’s Mark Whelan as head of strategy and operations at her new AI talent studio Xicoia.
Whelan will be tasked with helping Van der Velden create the “Tillyverse,” described in a press release as a “dynamic, constantly evolving digital universe where Tilly and a new generation of AI characters will live, collaborate and build careers.”
Set to launch later in 2026, Xicoia is not just “experimenting” with AI but “building IP at scale and redefining how talent is created, developed and experienced in the AI era.” It will also create “bespoke AI talent” for third parties.
Van der Velden caused a storm in 2025 after revealing during a panel in Zurich that Norwood, an entirely fictional twenty-something actor rendered in AI, was set to sign with an agency.
The announcement immediately prompted outrage on both sides of the Atlantic, from actors unions SAG-AFTRA and Equity as well as stars such as James Cameron, who called the idea of AI actors “horrifying” and Emily Blunt, who said it was “really scary.”
In the press release unveiling her new plans, Van der Velden said: “Tilly Norwood isn’t just an AI character — she’s a personality, a brand, and a future global superstar with a compelling narrative arc. Mark will help us craft and shape every layer of her world, from her humour, daily life and career choices to how she interacts with fans across various platforms. It all promises to be bold, playful, a little chaotic – and impossible to ignore.”
Commented Whelan: “Tilly already has the momentum, an audience and the cultural spark. Now we’re writing her story and building her universe. It’s a huge responsibility — but an incredibly exciting one. I think the world is going to have a lot of fun watching what happens next.”
At Prime Video, Whelan was responsible for social strategy for projects including “The Grand Tour” and “Clarkson’s Farm.”
He was previously a comedy producer and also had a short stint at Van der Velden’s other company Particle6.
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