Hollywood's AI frontier just got a major boost! A key player from Amazon's Prime Video is now at the helm of building a whole new digital universe for an AI actor, and it's sparking a lot of conversation.
Xicoia studio, the creative force behind the AI actor Tilly Norwood, has made a significant move by bringing in Mark Whelan as the “leading architect of the Tillyverse.” This hire signals a big push for the “rapid expansion” of their AI talent.
Whelan, whose impressive background includes working on popular Amazon Prime Video shows like The Grand Tour and Clarkson's Farm, is Xicoia's first major hire. He's been tasked with a monumental mission: to spearhead the growth of Tilly Norwood, an AI actor, and to launch the Tillyverse. Imagine a digital world that's alive, constantly changing, where Tilly and a new wave of AI characters can interact, create, and build their own careers. Whelan will also be instrumental in developing new, proprietary AI characters for Xicoia and its parent studio, Particle6, and will even oversee the creation of custom AI talent for external clients.
His previous role at Prime Video involved extensive social media expansion across various regions and shaping the EU-wide social strategy for major shows. Notably, he led YouTube format development, with one project, De Knop, even blossoming into an Amazon Original. This experience in building digital communities and content strategies is precisely what Xicoia believes will be crucial for the Tillyverse.
But here's where it gets controversial... Whelan's focus, alongside Eline van der Velden (who leads Xicoia and Particle6), is the Tillyverse. Tilly Norwood herself has been a controversial creation, drawing criticism from prominent Hollywood figures and unions. While van der Velden has previously emphasized that AI actors are not intended to replace human performers, Xicoia plans to introduce 40 diverse AI characters, a vision Whelan is now helping to bring to life.
Van der Velden expressed her excitement, stating that she and Whelan will “together, build something entirely new.” She elaborated, “Tilly Norwood isn’t just an AI character — she’s a personality, a brand, and a future global superstar with a compelling narrative arc.” Whelan added that he will help “craft and shape every layer of her world, from her humour, daily life and career choices to how she interacts with fans across various platforms. It all promises to be bold, playful, a little chaotic – and impossible to ignore.”
Whelan himself described the opportunity as “genuinely a once-in-a-lifetime opportunity.” He noted, “AI is evolving at breathtaking speed, and combining cutting-edge tech with ambitious creative thinking means we’re not following an industry playbook at Xicoia – we are writing it. Tilly already has the momentum, an audience and the cultural spark. Now we’re writing her story and building her universe. It’s a huge responsibility — but an incredibly exciting one. I think the world is going to have a lot of fun watching what happens next.”
What are your thoughts on the rise of AI actors like Tilly Norwood? Do you see them as a threat to human actors, or as a new frontier for creative expression? Share your opinions in the comments below!
