Eline van der Velden, the creator behind digital actor Tilly Norwood, has announced ambitious plans to expand the AI-generated personality into a fully realised digital universe — dubbed the “Tillyverse”.
Van der Velden has appointed former Prime Video executive Mark Whelan as Head of Strategy and Operations at her newly launched AI talent studio, Xicoia. Whelan will help steer the development of the Tillyverse, described as a “constantly evolving digital universe” where Norwood and other AI-created performers will exist, collaborate and build careers.
According to the company, Xicoia aims to move beyond experimentation with artificial intelligence and instead focus on developing intellectual property “at scale”, reshaping how talent is created, managed and experienced in the AI era. The studio also plans to develop bespoke AI personalities for third parties.
Norwood, presented as a fictional twenty-something actor brought to life through AI technology, first drew international attention in 2025 when Van der Velden revealed during a panel discussion in Zurich that the character was set to sign with a talent agency. The announcement triggered significant backlash from industry bodies including SAG-AFTRA in the United States and Equity in the UK, as well as high-profile figures such as director James Cameron and actor Emily Blunt, who voiced concerns about the growing role of AI in performance.
Announcing the latest expansion plans, Van der Velden said Norwood is envisioned not merely as a digital character, but as “a personality, a brand and a future global superstar with a compelling narrative arc”. She added that the goal is to build a detailed world around the character — shaping everything from her humour and daily life to her career trajectory and interaction with audiences across platforms.
Whelan, who previously led social strategy at Prime Video for shows including *The Grand Tour* and *Clarkson’s Farm*, described the project as both a major responsibility and an exciting opportunity. He said Norwood already has an audience and cultural presence, and that the next step is to expand her story and digital universe.
Before joining Xicoia, Whelan worked as a comedy producer and previously spent a short period at Van der Velden’s other company, Particle6.
The move marks one of the most significant attempts yet to formalise AI-generated performers as long-term entertainment brands, a development that continues to spark debate across the creative industries.
