What happened? AI actress Tilly Norwood is making waves in Hollywood circles.

• At the Zurich Film Festival, actor Eline Van der Velden, the Dutch founder of AI production studio Particle6, announced the launch of Xicoia, an artificial intelligence talent studio.
• Xicoia’s first creation is AI actress Tilly Norwood.
• Van der Velden revealed that Norwood is generating significant interest from talent agents looking to sign the AI actress.

Why is it important? If Norwood stars in Hollywood productions, could AI actors become the new normal?

• The creation of Norwood has led to tons of backlash toward Van der Velden and Xicoia.
• Actors like Melissa Barrera, Kiersey Clemons, Toni Collette, Lukas Gage, and more have spoken out against the agents interested in Norwood. “Hope all actors repped by the agent that does this, drop their a$$. How gross, read the room,” Barrera wrote on Instagram.
• Van der Velden released a statement defending Norwood, calling it a “piece of art,” something that will not replace humans. “I see AI not as a replacement for people, but as a new tool, a new paintbrush,” Van der Velden wrote on Instagram.

Why should I care? For better or worse, AI is changing the landscape of Hollywood.

• The idea of an AI actress being treated like a human is scary to many creatives, including actors.
• Talent agencies work for real-life stars. If one of these agencies takes a chance on Norwood and it leads to a monetary gain, every talent agency will then follow suit and look to sign more AI creations.
• AI was a major point of contention in the SAG-AFTRA strikes of 2023. When the next round of negotiations happens next year, AI potentially replacing actors will be a major discussion point. Could it lead to another strike? The current SAG-AFTRA contract expires on June 30, 2026.

Okay, what’s next? Norwood remains a free agent. Until it signs with a major agency, this is all speculation as to what can happen.

• Norwood will not replace movie stars. Leonardo DiCaprio and Jennifer Lawrence aren’t going anywhere.
• However, AI is here to stay in Hollywood and will continue to impact the business for years to come.