Post by : Saif Ali Khan
Hollywood is facing a new debate over the use of artificial intelligence in the entertainment industry. The recent introduction of an AI-generated “actress” named Tilly Norwood has sparked criticism from SAG-AFTRA, the union representing actors and performers in the United States. The union expressed serious concerns about replacing human talent with synthetic performers.
Tilly Norwood made her world debut at a film industry conference in Zurich, Switzerland. The AI character appeared in a short 20-second video parody about making a TV show using artificial intelligence. Tilly is a photo-realistic twenty-something character, created by Particle6, a London-based AI production studio led by Dutch actor-producer Eline Van der Velden.
During her presentation at the Zurich Summit, Van der Velden mentioned that talent agents were beginning to take notice of the project. After months of skepticism in the industry, some agents reportedly suggested, “We need to do something with you guys,” indicating potential interest in signing AI-generated performers. Van der Velden also hinted that a talent agency deal could be announced in the coming months.
However, SAG-AFTRA quickly responded to the development. The union, which represents around 160,000 actors, announcers, recording artists, stunt performers, and other entertainment professionals, criticized the idea of using AI to replace human performers. The union stated that creativity should remain “human-centered” and warned against relying on artificial intelligence for roles that require emotion, expression, and authentic human experiences.
The debate is part of a broader concern in Hollywood regarding the impact of AI on jobs in the creative industry. AI-generated scripts, virtual actors, and other automated technologies have been discussed in recent contract talks between SAG-AFTRA and studios. While computer-generated imagery (CGI) has been widely used in films for decades, including “de-aging” effects and special effects, the ability of AI to fully replicate a human performance is still limited. Experts suggest that creating a convincing AI actor for a full-length film performance is currently far from reality.
Despite these limitations, the sudden interest of talent agents in AI-generated characters has raised alarms in the industry. Actors and writers worry that AI could be used to reduce costs, bypass unions, or replace human performers in certain productions. SAG-AFTRA’s statement highlighted the need to protect performers from being displaced and to ensure that artistic work continues to involve real human creativity and emotion.
AI expert commentary also suggests caution. While AI technology is improving rapidly, experts at the University of Southern California’s Media Technology Center have expressed skepticism about the level of interest studios truly have in fully replacing human actors. Most agree that AI characters may be used as supplements or special effects, but they are unlikely to fully replace real human performers anytime soon.
The Tilly Norwood project has therefore become a focal point for discussions about the future of entertainment. It illustrates the tension between technological innovation and the protection of human labor in creative industries. While AI-generated actors can be visually impressive, the emotional depth and nuance that human performers bring to roles cannot yet be replicated by machines.
Hollywood continues to explore the possibilities of AI in filmmaking, including AI-assisted scripts, virtual characters, and enhanced special effects. Yet, unions like SAG-AFTRA are demanding that these innovations respect the value of human talent and ensure that AI is used ethically in creative projects.
The debate over AI in entertainment is likely to continue as technology evolves. While AI characters like Tilly Norwood may generate buzz and intrigue, the industry will need clear guidelines and agreements to balance innovation with the protection of human actors, writers, and other creative professionals.
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