Xicoia, the studio behind the AI character Tilly Norwood, is set to launch a comprehensive digital universe known as the "Tillyverse" later this year. This initiative aims to expand on Tilly's narrative, detailing her humor, daily life, career choices, and interactions with fans across various platforms, according to CEO Eline Van der Velden.
Mark Whelan, formerly of Amazon Prime Video, has been appointed as the first major hire for Xicoia, where he will direct the development of new AI characters and manage bespoke AI talent commissioned by third parties. His experience includes overseeing social strategies for popular shows like Clarkson’s Farm and The Grand Tour.
The backlash against Tilly’s introduction last summer has not deterred Xicoia’s ambitions. While Tilly has yet to sign with any talent agency, interest from various agencies has been expressed. The actors union SAG-AFTRA criticized the character's creation, emphasizing concerns about AI's role in the industry.
As the current SAG-AFTRA contract approaches its June 30 expiration, negotiations are ongoing. The use of AI was a central issue during the 2023 strikes, indicating that the conversation surrounding AI in entertainment remains contentious.