Los Angeles, Oct 1 (PTI) — The emergence of AI actor Tilly Norwood has sparked controversy in Hollywood, with the Screen Actors Guild–American Federation of Television and Radio Artists (SAG-AFTRA) strongly condemning this development. Norwood, whose creation is attributed to Xicoia, the world's first artificial intelligence talent studio, is touted as Hollywood's inaugural "AI actor." However, the Guild has expressed serious concerns, describing her as a computer-generated character trained on the work of professional performers without their consent.
AI figurehead Tilly Norwood was thrust into the spotlight when Eline Van der Velden, a representative of Xicoia, spoke at an industry event in Zurich. Van der Velden claimed that the film and TV sector is increasingly embracing artificial intelligence, noting that Norwood had already received various offers. Since her introduction, Norwood has become a notable topic of discussion in Hollywood circles.
In its statement, SAG-AFTRA emphasized that Norwood is not an actual actor, but a program that has been trained using the work of countless professionals — all done without authorization or compensation. According to the Guild, Norwood lacks genuine life experiences, emotions, and the human connection that audiences crave. They further stated that Norwood has not resolved any industry challenges but has instead created new dilemmas by utilizing stolen performances that jeopardize actors' jobs and undermine human creativity.
The organization also reminded producers that they are required to adhere to contractual agreements before employing synthetic performers, which include providing notice and engaging in bargaining.
Hollywood actors, including Natasha Lyonne, Melissa Barrera, Kiersey Clemons, and Mara Wilson, have shared their views on social media, opposing the concept of an AI actor. Lyonne urged a boycott of any talent agency engaged with Norwood, stating her position on Instagram. Barrera voiced her disapproval, urging actors to dissociate from any agent endorsing this initiative. Meanwhile, Emily Blunt, when introduced to Norwood's image, expressed her concerns about the unsettling nature of the creation, urging agencies to reconsider for the sake of preserving human connection in the industry.
Following the backlash, Eline Van der Velden clarified that Norwood is not meant to replace human actors but is intended as a "creative work." She compared AI to new artistic tools like animation, puppetry, or CGI, arguing these don't detract from live acting. Instead, they offer new storytelling opportunities. Van der Velden, herself an actor, reaffirmed the irreplaceable nature of human performance.
AI has been a focal point in recent industry negotiations, including the significant SAG-AFTRA strike that ended in late 2023, securing protections for actors’ likenesses and performances. Additionally, AI-related issues were central to a yearlong strike by video game actors, culminating in a July agreement that mandates written consent before creating digital replicas of performers.
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