The world of Hollywood is no stranger to controversy and innovation, but the recent introduction of Tilly Norwood—a computer-generated, AI-powered “actress”—has sent shockwaves through the film industry, igniting a fierce debate over the future of performance, artistry, and labor in entertainment. On September 30, 2025, the actors’ union SAG-AFTRA issued a scathing public statement condemning attempts by Hollywood agencies to sign Tilly Norwood, asserting that the AI creation threatens not only the livelihoods of professional actors but also the very heart of human creativity.
The saga began at the Zurich Film Festival, where Eline Van der Velden, the founder of Particle 6 Productions, unveiled Xicoia—the world’s first talent studio dedicated to AI-generated performers. Van der Velden’s announcement that she was seeking representation for Norwood, her company’s flagship AI character, quickly escalated into a full-blown industry controversy. According to Variety, Van der Velden claimed that several major Hollywood agencies had already expressed interest in signing Norwood, setting off alarm bells among actors, unions, and fans alike.
SAG-AFTRA, which represents more than 160,000 performers and media professionals, wasted no time in making its position clear. In a statement released across its social media channels, the union declared: “The union is opposed to the replacement of human performers by synthetics. To be clear, ‘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.” The union went on to emphasize that Norwood “has no life experience to draw from, no emotion and, from what we’ve seen, audiences aren’t interested in watching computer-generated content untethered from the human experience.”
The union’s concerns are not just philosophical. SAG-AFTRA warned that embracing AI performers like Norwood could put real actors out of work, jeopardizing their livelihoods and devaluing the unique artistry that comes from lived experience. “It doesn’t solve any ‘problem’—it creates the problem of using stolen performances to put actors out of work, jeopardizing performer livelihoods and devaluing human artistry,” the statement continued. The union also reminded producers that using synthetic performers comes with contractual obligations, generally requiring notice and bargaining whenever such a performer is to be used. This, they noted, is not merely a suggestion but a requirement rooted in the agreements forged after the nearly four-month-long Hollywood labor strikes in 2023, where AI’s role in entertainment was a central issue.
According to Forbes, the union’s statement is the latest salvo in an ongoing battle over the encroachment of artificial intelligence into creative industries. The 2023 strikes, which saw both writers and actors walk out over concerns about AI, resulted in new contractual language mandating that studios “bargain in good faith” if they wish to use AI-generated performers in place of humans. Now, with Tilly Norwood’s debut, these hard-won protections are being put to the test faster than many expected.
Van der Velden, for her part, has attempted to quell the backlash by clarifying her intentions. In a series of Instagram posts and public statements, she argued that Norwood is “not a replacement for a human being, but a creative work—a piece of art.” Drawing analogies to the advent of animation, puppetry, and CGI, Van der Velden insisted, “I see AI not as a replacement for people, but as a new tool, a new paintbrush. Just as animation, puppetry, or CGI opened fresh possibilities without taking away from live acting, AI offers another way to imagine and build stories.” She added, “I’m an actor myself, and nothing—certainly not an AI character—can take away the craft or joy of human performance.”
Despite these reassurances, the reaction from Hollywood’s creative community has been overwhelmingly negative. High-profile stars such as Melissa Barrera, Kiersey Clemons, Mara Wilson, and Whoopi Goldberg have all voiced their opposition to Norwood’s potential entry into the industry. On “The View,” Goldberg remarked, “You can always tell them from us. We move differently, our faces move differently, our bodies move differently,” highlighting the subtle but fundamental differences between human and AI performances. Mara Wilson, known for her work as a child actress, questioned the ethics of using composited faces from hundreds of real women to create Norwood, asking pointedly, “You couldn’t hire any of them?”
Perhaps the most visceral response came from Oscar nominee Emily Blunt, who, upon being shown a picture of Tilly Norwood during a podcast interview with Variety, exclaimed, “Does it disappoint me? I don’t know how to quite answer it, other than to say how terrifying this is. No, are you serious? That’s an AI? Good Lord, we’re screwed. That is really, really scary. Come on, agencies, don’t do that. Please stop. Please stop taking away our human connection.” Melissa Barrera took to Instagram to urge fellow actors to drop any agent who would sign Norwood, calling the idea “gross” and urging Hollywood to “read the room.”
Norwood’s digital presence is already substantial. Since May, Van der Velden has curated an Instagram account for the AI creation, featuring more than a dozen posts that depict Norwood engaging in everyday human activities—visiting a café, writing an essay, shopping, and even performing in what looks like an action movie. The account has amassed over 36,000 followers, and one post, written in the AI’s “voice,” reads: “I may be AI, but I’m feeling very real emotions right now. I am so excited for what’s coming next!”
Yet, for all the buzz, the core issue remains unresolved: can a computer-generated entity ever truly replicate, let alone replace, the depth, nuance, and emotional resonance of a human performer? SAG-AFTRA’s stance is unequivocal: creativity must remain human-centered. The union’s warning to studios and agencies is clear—any move to employ synthetic performers will be met with contractual scrutiny, public resistance, and, if necessary, legal action.
As the dust settles from this latest skirmish in Hollywood’s ongoing battle with artificial intelligence, one thing is certain: the debate over AI’s place in the creative arts is far from over. With Tilly Norwood’s future hanging in the balance, the industry—and its audiences—are being forced to grapple with the uncomfortable question of what it means to create, perform, and connect in an age where the line between human and machine is growing ever thinner.
For now, the human touch remains at the center of Hollywood’s story, even as technology continues to push the boundaries of what’s possible on screen.
