Tilly Norwood Creator Launches AI Actor Universe the 'Tillyverse'

Variety

by K.J. Yossman

March 2, 2026

AI-Generated Deep Dive Summary

Eline van der Velden, creator of Tilly Norwood, is spearheading a groundbreaking initiative called the "Tillyverse," an AI-driven digital universe set to launch in 2026. This ambitious project aims to expand beyond Tilly Norwood into a world where AI characters collaborate and build careers. Van der Velden has enlisted Mark Whelan from Prime Video as head of strategy and operations at her new studio, Xicoia. The Tillyverse is described as a dynamic, evolving universe where AI characters like Tilly will have distinct personalities, humor, and career trajectories, all designed to captivate audiences globally. The initiative reflects Van der Velden's vision to redefine how talent is created and experienced in the AI era. Xicoia isn't just experimenting with AI; it's building intellectual property (IP) at scale and offering bespoke AI talent for third parties. This approach challenges traditional entertainment norms, as seen when Tilly Norwood's creation sparked controversy in 2025. Major actors' unions and celebrities like James Cameron and Emily Blunt criticized the idea of AI actors, fearing it could disrupt the industry. Despite this backlash, Van der Velden remains confident, stating that Tilly Norwood is more than an AI character—she's a global superstar with a compelling narrative arc. Whelan brings over two decades of experience in entertainment, including work on "The Grand Tour" and "Clarkson’s Farm." He sees the Tillyverse as an exciting opportunity to shape the future of entertainment. By leveraging AI, Xicoia aims to create engaging content that resonates with audiences while redefining talent creation and representation. This project not only pushes technological boundaries but also invites broader societal conversations about AI's role in art and storytelling. For readers interested in entertainment innovation, the Tillyverse represents a bold step into uncharted territory. It challenges traditional notions of stardom and content creation, offering fresh perspectives on how audiences might engage with digital personalities in the future. Whether successful or not, this initiative marks a significant shift in how AI is integrated into entertainment, promising to spark both excitement and debate in the industry and beyond.

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Originally published on Variety on 3/2/2026