SAG-AFTRA has condemned London-based Xicoia’s AI ‘actress’ Tilly Norwood as a threat to human performers, igniting a fierce debate across Hollywood about the future of creativity, ethics, and authenticity in the age of artificial intelligence. (Source: Image by RR)

SAG-AFTRA Condemns Tilly Norwood as a Threat to Human Performers

The Hollywood actors’ union SAG-AFTRA has publicly denounced Tilly Norwood, an AI-generated “actress” created by London-based tech startup Xicoia, calling her emergence a threat to human performers and artistic integrity. Developed by comedian and technologist Eline Van der Velden, Tilly was introduced at the Zurich Summit during the Zurich Film Festival, drawing immediate attention and controversy as several talent agencies reportedly expressed interest in signing the digital performer.

SAG-AFTRA’s statement was unequivocal, emphasizing that Tilly “is not an actor” but a computer-generated character trained on countless human performances without consent or compensation. The union, according to an article in finance.yahoo.com, argued that synthetic performers “have no life experience or emotion” and risk “jeopardizing performer livelihoods and devaluing human artistry.” It also warned studios and producers that any use of synthetic performers requires prior notice and bargaining under existing union contracts.

Van der Velden defended her creation as an artistic experiment rather than a replacement for human actors. In an Instagram post, she compared Tilly to forms of digital art such as animation, puppetry, and CGI, saying AI should be viewed as “a new paintbrush” rather than a threat. She described the project as “an act of imagination and craftsmanship,” intended to expand creative possibilities, not erase human contributions.

Despite those reassurances, Hollywood’s reaction has been fierce. Actor Emily Blunt called the development “really scary,” while Whoopi Goldberg said the concept gives AI characters “an unfair advantage” by drawing from the collective work of generations of performers. The uproar echoes the 2023 SAG-AFTRA strike, when AI likeness rights and digital replication became a central bargaining issue. Van der Velden remains optimistic, stating she hopes AI will eventually be welcomed “as part of the wider artistic family.”

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