AI ‘Actress’ Tilly Norwood Sparks Industry Backlash

• SAG-AFTRA condemns the use of synthetic performers after the debut of AI-generated character Tilly Norwood at a Zurich film summit.

The launch of Tilly Norwood, a photorealistic AI-generated character, has drawn criticism from SAG-AFTRA, the union representing over 160,000 performers in Hollywood. Created by London-based studio Particle6 and introduced at the Zurich Summit, Norwood appeared in a 20-second parody video about AI-driven television production. Dutch actor-producer Eline Van der Velden, who led the project, claimed growing interest from talent agents and hinted at an upcoming talent agency deal. The union responded swiftly, denouncing the replacement of human performers with synthetic alternatives.

Union Response and Industry Concerns

SAG-AFTRA emphasized that creativity should remain centered on human expression and rejected the notion of AI characters as legitimate performers. The union’s statement highlighted that Norwood was built using data from real actors without consent or compensation. Concerns over AI’s role in entertainment were already central to recent contract negotiations between SAG-AFTRA and major studios. While CGI and AI-enhanced effects like “de-aging” are common, full-length AI-generated performances are still considered technically distant.

Tilly Norwood features shoulder-length brown hair, a British accent, and an active social media presence, distinguishing her from the other 15 AI characters in the parody video. A Facebook post attributed to Norwood expressed excitement and “very real emotions,” further blurring the line between character and persona. Van der Velden described Norwood as a creative work rather than a human substitute, comparing her to other forms of art that provoke discussion. Despite this framing, the project has raised ethical questions about authorship, compensation, and the future of acting.

Expert Views and Market Realities

Yves Bergquist, director of AI in media at USC’s Entertainment Technology Center, dismissed the hype surrounding Norwood as exaggerated. He acknowledged widespread anxiety about AI replacing talent but noted that serious industry players show little interest in fully synthetic characters. According to Bergquist, the appeal of real actors lies in their personal connection with audiences, something AI cannot replicate. Van der Velden’s earlier claim that Norwood could become the next Scarlett Johansson or Natalie Portman was met with skepticism.