Hollywood is currently ablaze with controversy following the emergence of Tilly Norwood, a new AI-generated ‘actress.’ In response, SAG-AFTRA, the powerful Screen Actors Guild – American Federation of Television and Radio Artists union, has released a strongly worded statement condemning her presence in the industry.
Tilly Norwood quickly went viral, touted by her creators as the next big star, comparable to household names like Scarlett Johansson or Natalie Portman. She is the brainchild of Eline Van der Velden, the Dutch founder of Particle 6 Productions, an AI company. Van der Velden ignited a significant backlash after launching her new talent studio, Xicoia, which was reportedly already engaging with talent agents interested in representing Tilly Norwood.
In 20 seconds I fought monsters, fled explosions, sold you a car, and nearly won an Oscar.
All in a day’s work… literally!
Find yourself an actress who can do it all. (hi 👋) so, which tilly are you today?👽🚗👑💥 #Showreel #AIActress #CastingCall $Tilly
The response from the Hollywood community has been swift and overwhelmingly negative, with many condemning Tilly Norwood and its creators, and urging producers to steer clear. Melissa Barrera of ‘Scream’ fame voiced her strong disapproval, stating, “Hope all actors repped by the agent that does this, drop their a$. How gross, read the room.” Mara Wilson, known for ‘Matilda,’ echoed the sentiment, declaring, “Shame on these people. They have stolen the faces of hundreds of young women to make this AI ‘actress.’ They’re not creators. They’re identity thieves.”
Even Ralph Ineson, who portrayed Galactus in the MCU’s ‘Fantastic Four,’ offered a blunt two-word dismissal on social media: “F*** off.”
Adding to the chorus of concern, SAG-AFTRA has now issued a formal statement, explicitly cautioning producers against employing ‘synthetic performers’ without fully adhering to existing contractual agreements and obligations.
The union’s statement leaves no room for ambiguity:
SAG-AFTRA firmly believes that creativity must, and will always, be centered around human talent. The union stands unequivocally against the replacement of human performers by synthetic entities.
To be clear, ‘Tilly Norwood’ is not an actor; she is a character created by a computer program, trained using the work of countless professional performers—all without their consent or compensation. This AI lacks real-life experience and genuine emotion, and audience reception suggests a clear preference for human-driven content. Rather than solving problems, this technology creates new ones by leveraging stolen performances to displace actors, threatening their livelihoods and diminishing the value of human artistry.
Furthermore, signatory producers are reminded that the use of synthetic performers is subject to contractual obligations, mandating both prior notification and negotiation whenever such a performer is intended for use.
So far, Norwood’s ‘acting career’ consists solely of the aforementioned showreel and an AI-generated comedy sketch titled ‘AI Commissioner.’ On the day of its release, a post on Tilly Norwood’s social media proclaimed, “I may be AI generated, but I’m feeling very real emotions right now. I am so excited for what’s coming next!”
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 Particle 6 Productions.
I am so excited for what’s coming next ! #Tillynorwood #Aiart #Aiactress
In response to the growing backlash, creator Eline Van der Velden clarified her stance, asserting that Tilly Norwood “is not a replacement for a human being.”
Van der Velden further elaborated in a social media post from Tilly Norwood’s account: “To those who have expressed anger over the creation of my AI character, Tilly Norwood: 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.”
She continued, “I see AI not as a replacement for people, but as a new tool, a new paintbrush. Just as animation, puppetry, or CGI opened fresh possibilities without taking away from live acting, AI offers another way to imagine and build stories. I’m an actor myself, and nothing—certainly not an AI character—can take away the craft or joy of human performance.
“Creating Tilly has been, for me, an act of imagination and craftsmanship, not unlike drawing a character, writing a role, or shaping a performance. It takes time, skill, and iteration to bring such a character to life. She represents experimentation, not substitution. Much of my work has always been about holding up a mirror to society through satire, and this is no different.”
Van der Velden initially introduced Tilly quietly earlier this year, establishing social media profiles for the character across platforms like TikTok, Instagram, and YouTube, featuring AI-generated selfies and relatable captions such as “Hey besties.”
Reflecting on the journey at the Zurich Summit, Van der Velden recounted the initial skepticism: “We were in a lot of boardrooms around February time, and everyone was like, ‘No, this is nothing. It’s not going to happen.’” However, the sentiment quickly shifted. “Then, by May, people were like, ‘We need to do something with you guys.’ 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.”
Her ambition for Tilly Norwood is clear: to see her rise as prominently as human stars, explicitly stating in an interview that she envisions Tilly becoming “the next Scarlett Johansson or Natalie Portman.”