The entertainment industry is facing a new frontier of controversy as SAG-AFTRA has officially condemned the emergence of AI-generated actress Tilly Norwood, calling the synthetic performer a threat to human creativity and jobs.
Tilly Norwood, created by Dutch producer Eline Van der Velden’s company Particle6 through its AI division Xicoia, has sparked immediate backlash from Hollywood unions and performers. The AI actress was featured in a comedy sketch titled “AI Commissioner” and discussed at the Zurich Film Festival, where Van der Velden presented the character to industry professionals.
SAG-AFTRA issued a strong statement declaring that “creativity is, and should remain, human-centered. The union is opposed to the replacement of human performers by synthetics.” The labor organization clarified that “Tilly Norwood is not an actor. It’s a character generated by a computer program that was trained on the work of countless professional performers — without permission or compensation.”
SAG-AFTRA President Sean Astin addressed the controversy, acknowledging that the union fought hard during its 118-day strike to establish AI provisions and protections for members. “I appreciate that this story has captured the imagination of people, but it’s not the first shoe to drop,” Astin stated. “As technology continues to advance at light speed, we’re going to meet the challenge.”
The union president emphasized that SAG-AFTRA will address the issue with the Association of Talent Agents in upcoming negotiations, ensuring proper permissions and compensation for the use of performers’ work amid advancing technology.
Eline Van der Velden, the creator behind Tilly Norwood, has promoted the AI actress as a viable performer, noting that several movie studios have expressed interest in AI performers. However, the entertainment industry remains deeply divided on the ethical implications of synthetic actors replacing human talent.
The controversy highlights ongoing tensions in Hollywood regarding AI’s role in entertainment, coming just over a year after the resolution of the 2023 actors strike that included significant negotiations around AI protections. Industry professionals continue to voice concerns about job displacement and the unauthorized use of performers’ work to train artificial intelligence systems.