Tilly Norwood AI Studio Hires Former Amazon Exec in “Rapid Expansion” and Sets Launch of Multi-Character “Tillyverse”

Hollywood Reporter

by Lily Ford

March 2, 2026

AI-Generated Deep Dive Summary

Xicoia, the world’s first AI talent studio behind the groundbreaking digital performer Tilly Norwood, has made a major move by hiring Mark Whelan, a former Amazon executive, as its new head of strategy and operations. This strategic hire is part of Xicoia’s rapid expansion plans, which include launching the Tillyverse—a dynamic, ever-evolving digital universe featuring Tilly Norwood and an array of next-generation AI characters. The Tillyverse is set to debut later this year, marking a significant step in Xicoia’s ambitious vision to scale its AI-driven entertainment projects. Whelan brings over two decades of experience from Amazon, where he played a key role in shaping the company’s social media strategy across global markets. His expertise will be instrumental in helping Xicoia build Tilly Norwood’s universe, including her humor, daily life, career choices, and interactions with fans. Eline van der Velden, CEO and creative lead of Xicoia, praised Whelan for his unique blend of storytelling skills, deep understanding of AI, character-building, and digital culture, which align perfectly with the studio’s goals. The Tillyverse represents a bold new direction in entertainment, blending cutting-edge technology with creative storytelling. By creating a living, breathing digital world where AI characters can collaborate and evolve, Xicoia is setting itself apart from traditional entertainment models. This innovation not only positions Tilly Norwood as a global AI superstar but also opens up endless possibilities for interactive content, fan engagement, and cultural impact. For readers interested in the future of entertainment, this development underscores how AI is transforming the industry. The Tillyverse promises to redefine storytelling by creating a dynamic, audience-driven narrative ecosystem. As Xicoia continues to push boundaries with its AI talent, it’s clear that Tilly Norwood and her digital companions are poised to become household

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Originally published on Hollywood Reporter on 3/2/2026