Tilly Norwood row: All about the company that created Scarlett Johansson–like AI actor and its ‘secret weapon’ to build an AI acting empire

A company called Xicoia has launched world's first artificial intelligence actor named as Tilly Norwood.

The production company mentions in its AI-generated video: “No humans were harmed in the making of this production.”

"She'll do anything I say. I'm already in love," one of the characters says in the video about Tilly Norwood.


Since the Dutch producer and comedian Eline Van der Velden launched the digital character’s prospective career, Tilly Norwood has created a huge row with Screen Actors Guild said that “creativity is, and should remain, human-centered.”

“To be clear, ‘Tilly Norwood’ is not an actor, it’s a character generated by a computer program that was trained on the work of countless professional performers — without permission or compensation,” the guild said. “It has no life experience to draw from, no emotion and, from what we’ve seen, audiences aren’t interested in watching computer-generated content untethered from the human experience.”

All about Xicoia

As per IBC website, Xicoia was launched by Eline van der Velden, founder and CEO of London-based AI production company Particle6, to create, manage, and monetise digital stars.

Xicoia wants to create talent for podcasts, TikTok, YouTube, brand campaigns, video games, and interactions with fans.

The Secret Weapon

The company is reportedly using a proprietary avatar personality engine DeepFame, which was developed by Particle6. It wants to create 40 characthers ike Tilly Norwood with distinct backstories, voices, and personalities. Reportedly these AI avatars can perform monologues, adapt to social media trends, and even interact with fans in real time.

The company is also reportedly collaborating with Hollywood stars interested in appearing as younger versions of themselves, as well as projects involving the digital resurrection of legendary performers.

Xicoia stated that it is also working with several Hollywood stars who wish to appear on screen as their younger or current selves. Beyond this, the company is collaborating with estates to bring legendary performers back to the big screen.

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Van der Velden has defended the initiative, comparing AI talent to animation or CGI—technologies that expanded creative possibilities without eliminating live acting. “I see AI as a new tool, not a replacement,” she explained. Despite this reassurance, Tilly Norwood’s launch on platforms like TikTok, Instagram, and YouTube has already ignited heated debates online, with many warning that AI actors could undermine livelihoods in an already fragile entertainment industry.