An AI-generated actress named Tilly Norward is in discussions with several talent agencies for professional representation, a move that could mark a significant step in the integration of artificial intelligence within the entertainment industry. The announcement was made by her creator, Eline Van der Velden, founder of the AI talent studio Xicoia.
Speaking at the Zurich Summit, Van der Velden revealed that major Hollywood studios are increasingly exploring AI technologies, a sentiment echoed by other industry experts on the panel. This development suggests a broader, albeit quiet, shift toward adopting AI in creative and production processes.
Key Takeaways
- AI actress Tilly Norward is in negotiations for representation by a traditional talent agency.
- The AI was created by Xicoia, a new AI talent studio founded by Eline Van der Velden.
- Industry insiders report that major entertainment studios are secretly adopting and testing AI technologies.
- Public announcements regarding high-profile projects using AI are expected in the coming months.
A New Form of Talent Enters the Market
The possibility of an AI-generated persona securing a talent agent represents a new frontier for the entertainment business. Tilly Norward, described as a hyperreal digital star, was developed by Xicoia, an offshoot of the AI production company Particle6. The studio's goal is to create, manage, and monetize a roster of digital personalities.
Eline Van der Velden, a technologist and performer herself, discussed the rapid change in industry perception during a panel discussion. She noted a distinct shift in how AI is viewed by decision-makers in entertainment.
"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," said Van der Velden.
What is an AI Actor?
An AI actor is a digitally created character generated and often animated using artificial intelligence. Unlike traditional CGI, which is manually crafted by artists, AI actors can be programmed with personalities and behaviors, allowing them to perform in various media with a degree of autonomy or guided by AI tools.
If a deal is finalized, Tilly Norward would be one of the first AI-generated actors to be represented by an agency that traditionally manages human talent. This raises new questions about contracts, performance rights, and the nature of stardom in the digital age.
Studios Quietly Embrace AI Technology
The discussions around Tilly Norward coincide with a broader trend of AI adoption within major studios. According to panelists at the Zurich Summit, many entertainment companies are working with AI behind the scenes, despite a lack of public acknowledgment.
Verena Puhm, who leads Luma AI’s Studio Dream Lab in Los Angeles, confirmed this trend. She recounted her experiences as an AI artist meeting with studios over the past year.
"Some said, ‘Oh, no, we’re not using AI.’ I knew some were lying, they were already secretly working on some stuff," Puhm stated. She explained that the industry's stance has changed dramatically in 2023, with studios now actively seeking expertise on integrating AI into their workflows.
Rapid Shift in Perception
According to Van der Velden, the industry's attitude toward AI changed in a matter of months. In February, the consensus in many boardrooms was that AI was "nothing." By May, the same companies were eager to collaborate on AI projects.
Puhm noted that studios are now looking to hire individuals who can act as a bridge between traditional directors and AI artists. "They were discussing me being a liaison between directors and the AI artists… It was a different language to them and they were like, ‘We really have to get people from the outside that have worked in the AI industry’," she added.
Anticipating Public Announcements
While many companies are hesitant to publicize their AI initiatives, both Van der Velden and Puhm believe this will soon change. Puhm suggested that numerous major studios are already working on AI-assisted projects under non-disclosure agreements.
"We want it to be their decision on when they want to say it out loud, but honestly, I think this year is going to be interesting," Puhm said. "In the beginning of next year, there’s going to be a lot of announcements."
This secretive approach allows studios to experiment with new technologies without facing public scrutiny or pressure before they have concrete results. According to Puhm, studios have historically been slow to adapt publicly and require an "influx of new creatives, and new creative technologists to come in and actually show them how it’s done."
Potential Industry Impact
The integration of AI into Hollywood could have far-reaching consequences. The key areas of impact include:
- Production Workflows: AI could accelerate processes like visual effects, animation, and editing.
- Creative Roles: New roles, such as AI liaisons and creative technologists, are emerging.
- Talent and Labor: The rise of AI actors raises complex issues for human performers and their unions regarding job security and digital likeness rights.
- Content Creation: AI tools may enable new forms of storytelling and interactive entertainment.
As the industry continues to explore these technologies, the case of Tilly Norward's potential agency signing will be closely watched. It serves as a practical example of how AI is moving from a theoretical concept to a tangible part of the entertainment landscape.