Xicoia Taps Amazon Executive to Scale AI Actor Tillyverse

The studio behind Tilly Norwood is moving from character creation to platform building. On March 2, 2026, Xicoia announced the expansion of the "Tillyverse" and brought in a former Amazon Prime Video executive to lead the project, marking a significant step in the emerging AI talent industry.

Tilly Norwood and the Studio Behind Her

Xicoia was founded by Eline van der Velden, who also serves as CEO of production company Particle6. The studio built Tilly Norwood as a fully AI generated character designed to function as a working actor across digital platforms. The character attracted both widespread attention and significant criticism when it launched, drawing a public rebuke from SAG-AFTRA and prompting industry figures from Whoopi Goldberg to Emily Blunt to weigh in.

Van der Velden has been direct about the ambition behind the project. "Tilly Norwood isn't just an AI character, she's a personality, a brand," she said in announcing the Tillyverse expansion.

From Controversy to Commercial Casting

When van der Velden announced plans for 40 AI generated characters in November 2025, the concept was still largely defined by controversy. The Tillyverse was an ambition without infrastructure, and the entertainment industry's response ranged from skeptical to openly hostile.

That changed in early 2026. By February, directors were actively approaching Particle6 to cast Tilly in productions, not just inquiring. Van der Velden confirmed the shift in a Radio New Zealand interview one week before SAG-AFTRA negotiations began, a moment that signaled the project had crossed from concept into operational reality.

The March 2 announcement builds on that momentum. Xicoia is now constructing what it describes as a dynamic, constantly evolving digital universe where Tilly and a new generation of AI characters will "live, collaborate and build careers." The Tillyverse is scheduled to launch later in 2026. The company is also developing bespoke AI characters for third party clients, positioning itself as both a talent studio and a commercial production partner.

Mark Whelan Joins as Head of Strategy

To lead the expansion, Xicoia hired Mark Whelan as Head of Strategy and Operations. Whelan spent six years at Amazon Prime Video, where he led social media expansion across European markets and worked on major franchises including The Grand Tour and Clarkson's Farm. Before Amazon, he held roles at comedy production company Third Leg Studios, Hollabox, and Culture Trip. He had a prior stint as a producer at Particle6, making this a return to van der Velden's orbit.

Van der Velden described Whelan as "a brilliant storyteller with a rare skillset" who "understands comedy, character-building, AI, audience behaviour and digital culture." Whelan called the role "a once-in-a-lifetime opportunity," adding that AI is "evolving at breathtaking speed."

A New Model for AI Talent

Whelan's mandate extends beyond Tilly Norwood. He will oversee the development of proprietary AI characters for the Xicoia roster while also creating custom AI talent for third party brands. That dual focus on internal character IP and external client work positions Xicoia as a studio for hire in the AI character space, a commercial model without clear precedent in traditional talent representation.

The move signals a broader shift in how AI characters are being treated commercially. Rather than functioning as production tools or one off content experiments, the Tillyverse frames AI characters as intellectual property with careers, social presence, and the capacity to anchor brand partnerships across platforms. SAG-AFTRA's earlier criticism of Tilly Norwood reflected union concerns about synthetic performers operating outside existing guild frameworks. Whether the Tillyverse's expansion accelerates that conversation or sidesteps it remains to be seen as the platform prepares for its 2026 launch.

Sources

Los Angeles Times | C21 Media | Televisual