Hollywood Union Slams AI “Actress” Tilly Norwood as Union Raises Ethical Alarm

The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has strongly condemned the introduction of Tilly Norwood, a fully AI-generated “actress,” asserting that her creation threatens human artistry and performer rights. 

Tilly was unveiled by London’s Particle6 studio (via its AI division Xicoia), during a film industry event in Zurich. The AI character debuted in a 20-second parody video about making an AI TV show. 

SAG-AFTRA’s statement emphasized: “Creativity is, and should remain, human-centered.” The union asserted that Tilly is not an actor, but a computer-generated persona built on data derived from real performers — without their permission or compensation. 

Despite the outcry, Tilly’s creator, Dutch actor-producer Eline Van der Velden, defended the concept. She characterized Tilly as a piece of creative art rather than a replacement for human actors. Van der Velden has previously suggested she hopes Tilly can reach the stature of leading actresses like Scarlett Johansson. 

Critics in Hollywood and academia are skeptical. USC’s Yves Bergquist dismissed much of the enthusiasm around AI actors as “nonsense,” arguing that audiences still value the authenticity and emotional depth real human actors bring to performances. 

The controversy comes amid ongoing tensions over AI and its role in entertainment. SAG-AFTRA has already cited the rise of synthetic content as a key concern in recent contract negotiations with studios and streaming service.