In May 2025, a new figure emerged in Hollywood. Tilly Norwood, an AI-generated actress, was introduced by Eline Van der Velden, founder of Particle6 Group. This groundbreaking creation has sparked ethical debates and concern about AI’s role in films and television.
Norwood was developed by Particle6’s AI division, Xicoia, and quickly gained attention. By November 2025, her Instagram following surpassed 65,800, signaling her rise in the digital world.
Van der Velden expressed her ambition for Norwood, stating she aims to make Tilly as big as stars like Scarlett Johansson or Natalie Portman. At a Zurich Film Festival panel, she discussed the economic challenges in the industry, suggesting AI as a solution for production.
A key question emerged from the AI actress’s debut: do viewers prioritize a gripping storyline more than the authenticity of human actors? As AI continues to infiltrate Hollywood, the conversation deepens.
With AI technology expanding into video generation, lighting, and even camera systems, filmmakers could save on production costs. Yet, some believe this threatens the artistic integrity of film and TV.
At the 2025 Runway AI Film Festival in Los Angeles, Lionsgate’s Michael Burns discussed the widespread but often hidden use of AI in filmmaking. The company had partnered with Runway AI to enhance their video generation capabilities for movies and TV shows.
Actors like Emily Blunt and Simu Liu voiced strong opposition to AI characters like Norwood. They argue that real human connection in media is irreplaceable, a sentiment echoed by the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA).
SAG-AFTRA responded firmly, calling for a boycott of agencies that engage with AI actors like Norwood. The union emphasized their commitment to safeguarding members’ rights to their likeness and ensuring fair working conditions.
Notable figures like Natasha Lyonne, Mara Wilson, and Kiersey Clemons also expressed concerns, warning agents who sign Norwood of backlash.
In an Instagram post, Van der Velden defended her creation, calling Norwood a work of art rather than a human replacement. She argued that the character sparks important conversations, demonstrating AI’s creative potential.
Following the 2023 SAG-AFTRA strike, which secured better conditions for actors, the union reiterated that using AI performers like Norwood could violate new contractual protections.
Van der Velden sees AI as a creative tool, not a replacement for human actors. She compares it to the impact of animation, puppetry, or CGI, all of which expanded storytelling possibilities without diminishing live performances.
As AI’s influence grows in filmmaking, the industry must decide how far it will go in shaping the future of storytelling.