Talent Agents Eye AI Actress Tilly Norwood as Studios Quietly Embrace AI Technology
Zurich, September 27, 2025 — The entertainment industry is witnessing a subtle yet significant shift as talent agents express keen interest in representing Tilly Norwood, an AI-generated actress created by the AI talent studio Xicoia. This development highlights how major studios and media companies are quietly integrating artificial intelligence into their creative processes, a trend brought to light at the recent Zurich Summit.
Eline Van der Velden, actor, comedian, and technologist behind the AI production studio Particle6 and its offshoot Xicoia, revealed that her company is currently in discussions with several talent agencies interested in signing Tilly Norwood. Speaking at the Zurich Summit, Van der Velden shared insights into how the industry’s stance towards AI has evolved rapidly over the past year.
“When we first launched Tilly, people were like, ‘What’s that?’” Van der Velden explained during the panel discussion. “By May, it was a different conversation—‘We need to do something with you guys.’ Now, we expect to announce which agency will represent her in the coming months.”
Xicoia’s mission is to create, manage, and monetize a new generation of ultra-realistic digital stars, with Norwood positioned as the studio’s pioneering talent. If finalized, the move to have an AI actress represented by a traditional talent agency would mark a significant milestone, bridging the gap between human performers and digital creations.
Joining Van der Velden on the panel was Verena Puhm, former AI artist and current head of Luma AI’s Studio Dream Lab LA. Puhm corroborated Van der Velden’s observations about studios’ growing embrace of AI technology, albeit kept under wraps due to industry confidentiality.
“I had meetings where some studios said no to AI openly, but I suspected they were already working on projects behind the scenes,” Puhm recalled. “Then earlier this year, calls started coming in asking me to act as a liaison between directors and AI artists. Studios are slowly but surely integrating AI into their workflows.”
Both industry insiders predict a wave of public announcements regarding high-profile AI-assisted projects over the next few months. However, much of the work remains confidential due to non-disclosure agreements, keeping the full scope of AI’s impact on entertainment under wraps for now.
Historically, studios have been slow to publicly acknowledge AI technology in creative roles, but this year appears to be a turning point. “You can assume many studios are already working on AI projects,” said Puhm. “There’s a clear need for new creative technologists to lead the way and show how AI can be harnessed effectively.”
The concept of managing AI-driven artists raises questions and debate within the wider entertainment community, especially among human actors and creatives. Some voices express skepticism or opposition to AI performers entering the talent agency system. Nevertheless, the progress of Tilly Norwood signals an evolving paradigm where traditional boundaries in talent representation and content creation are being reconsidered.
As the entertainment sector adapts to rapidly advancing AI technology, the story of Tilly Norwood offers a glimpse into a future where digital and human creativity intersect in novel and potentially transformative ways.
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- Luma AI Launches Studio Dream Lab LA to Push AI Creative Innovations
For continuing coverage on AI in entertainment and other industry news, stay tuned to Deadline.
