Hollywood union slams AI actress Tilly Norwood over job threat

Hollywood’s largest actors’ union, SAG-AFTRA, denounced AI-generated “actress” Tilly Norwood, warning it threatens jobs and diminishes human artistry.

The character was developed by comedian and technologist Eline Van der Velden, who founded London-based Xicoia after spinning it off from her company Particle6.

Norwood was unveiled last week at the Zurich Summit during the Zurich Film Festival, quickly gaining attention from both audiences and talent agents.

SAG-AFTRA stressed that Norwood is not an actor but a “character generated by a computer program trained on the work of countless professional performers—without permission or compensation.”

The union added the AI creation “has no life experience to draw from, no emotion,” insisting audiences want stories rooted in human experiences.

SAG-AFTRA also warned producers that using synthetic performers requires notice and bargaining under union rules.

Particle6 has yet to comment publicly on the controversy surrounding Norwood.

Van der Velden defended her creation on Instagram, calling Norwood a creative experiment akin to animation, puppetry, or CGI.

“I see AI not as a replacement for people, but as a new tool, a new paintbrush,” Van der Velden wrote, adding that Tilly was “an act of imagination and craftsmanship.”

Actress Emily Blunt reacted by saying, “Good Lord, we’re screwed. That is really, really scary.”

Whoopi Goldberg echoed concerns, stating, “It’s got Betty Davis’s attitude, it’s got Humphrey Bogart’s humor, it’s got my humor. So, it’s a little bit of an unfair advantage, but you know what? Bring it on.”

The union compared the debate to past labor battles, recalling that AI was a key flashpoint in its 2023 strike over likeness rights and consent.

Despite criticism, Van der Velden said she hopes AI will be embraced “as part of the wider artistic family,” opening doors to new creative voices and storytelling.