In the rapidly evolving world of Hollywood, where technology increasingly blurs the lines between human creativity and artificial ingenuity, a new controversy has erupted over Tilly Norwood, an AI-generated “actress” that’s drawing sharp criticism from the industry’s gatekeepers. Created by the AI talent studio Xicoia, founded by actress and producer Eline Van der Velden, Tilly Norwood is being positioned as a digital performer capable of taking on roles in films and series. But SAG-AFTRA, the powerful union representing actors, has issued a scathing rebuke, declaring that Tilly “is not an actor” because it lacks life experience, emotion, and the human essence that defines performance.

The union’s statement, released on September 30, 2025, emphasizes that creativity must remain “human-centered,” a sentiment echoed in reports from Variety, which detailed how SAG-AFTRA views AI entities like Tilly as tools rather than performers. This backlash comes amid reports that Xicoia is actively seeking talent agency representation for Tilly, sparking outrage among real actors who fear job displacement.

The Origins of Tilly Norwood and Industry Pushback

Tilly Norwood emerged from Particle6, an AI production company tied to Xicoia, and was unveiled as a virtual starlet designed to mimic the appearance and mannerisms of a young actress. According to coverage in The Cut, her creation has elicited strong reactions from Hollywood stars, who argue that promoting AI as talent undermines the livelihoods of living performers, especially young women entering the field. Van der Velden, in a response highlighted by The Hollywood Reporter, defended the project, insisting that AI characters like Tilly should be seen as a new genre, not direct competitors to humans.

This defense hasn’t quelled the storm. Posts on X, formerly Twitter, from industry insiders and unions reflect widespread sentiment, with many referencing past battles like the 2023 SAG-AFTRA strike, where AI scanning of background actors for perpetual use without consent was a flashpoint. As noted in a widely shared post by the official SAG-AFTRA account from that era, studios had proposed using performers’ digital replicas across entire franchises with minimal compensation, a tactic that fueled the union’s resolve.

Historical Context: From 2023 Strikes to Today’s AI Fears

The roots of this dispute trace back to the 2023 Hollywood strikes, where AI protections were a core demand. Deadline reports that SAG-AFTRA’s latest statement on Tilly Norwood revives those concerns, warning that unchecked AI could erode the human core of storytelling. During the strikes, as detailed in X posts from accounts like DiscussingFilm, studios floated ideas to scan extras once and reuse their likenesses indefinitely, prompting accusations of exploitation.

Today, with Tilly attracting interest from talent agents, as covered in a Deadline piece from the Zurich Summit, studios are quietly embracing such technology for cost savings. Yet, actors like those quoted in The Independent question: “What about living young women?” This highlights a broader tension—AI’s efficiency versus the irreplaceable depth of human emotion.

Broader Implications for Hollywood’s Future

Industry analysts see Tilly Norwood as a harbinger of deeper shifts. A Guardian analysis questions how scared Hollywood should be, noting that while AI can generate performances quickly, it lacks the nuance of lived experience. SAG-AFTRA’s condemnation, as per The Hollywood Reporter, calls for regulations to ensure AI remains a tool, not a replacement.

Van der Velden’s insistence, reported in The Independent, that Tilly isn’t meant to supplant humans, aims to reframe the debate. However, X chatter, including from Variety’s own feeds, shows a divided community, with some embracing innovation and others decrying it as a threat to artistic integrity.

Navigating Ethical and Economic Realities

Ethically, the rise of AI like Tilly raises questions about consent and ownership. Drawing from 2024 incidents, such as SAG-AFTRA’s slam of explicit AI images of Taylor Swift as “upsetting and harmful,” per an X post by actress Morgan Fairchild linking to Variety, the union is pushing for laws to criminalize unauthorized deepfakes.

Economically, studios may save millions by using AI for roles, but at what cost to talent pools? As Variety columnist argues, labeling Tilly an “actress” is misleading; it’s code, not craft. For insiders, this saga underscores a pivotal moment: balancing technological advancement with the preservation of human artistry in entertainment. As debates rage, SAG-AFTRA’s stance may force negotiations that redefine performance in the digital age.