SAG-AFTRA Condemns AI Performer Tilly Norwood Amid Representation Rumors

SAG-AFTRA isn’t staying quiet about what it sees as a fundamental threat to human creativity. This week, the actors union issued a statement slamming reports that talent agencies were considering representing Tilly Norwood, a fully AI-generated “actor” built by Particle6 Productions, a company founded by comedian and writer Eline Van der Velden.

According to the union, Tilly Norwood isn’t an actor at all, but a character manufactured by an algorithm trained on the creative labor of actual human performers. “It has no life experience to draw from, no emotion,” the union said, arguing that audiences aren’t drawn to content divorced from real human stories.

The statement described Tilly’s existence as “using stolen performances to put actors out of work,” emphasizing that the use of synthetic characters sidesteps ethical and contractual obligations. SAG-AFTRA also warned producers that deploying AI creations like Norwood may violate union agreements, which require bargaining and notice if synthetic performers are to be used.

Industry Backlash Builds

Tilly Norwood was introduced during the Zurich Film Festival, where Van der Velden revealed that several agencies had already expressed interest in casting the digital creation in upcoming projects. The announcement quickly drew the ire of many in the film industry.

Actors including Emily Blunt, Melissa Barrera, Lukas Gage, and Kiersey Clemons criticized the concept. On Monday’s episode of The View, Whoopi Goldberg opened the show with a sharp critique, noting the inherent “unfair advantage” of digital performers but adding, “Bring it on. You can always tell them from us.” Watch the clip.

Van der Velden, for her part, defended her vision. In a statement on Instagram, she wrote that AI characters should be viewed as part of a new creative genre, not compared directly to human talent. “AI is a tool, not a replacement,” she said. “Each form of art has its place.”

AI Regulation and Future Outlook

The controversy comes not long after SAG-AFTRA signed a landmark agreement with the Alliance of Motion Picture and Television Producers in 2023 following a prolonged strike. That deal mandates that both sides meet twice a year to evaluate compliance with evolving AI regulations in the entertainment industry.

At The Grill, an entertainment and technology conference hosted by The Wrap, AI was a focal point. Yves Bergquist, director of AI in media at USC’s Entertainment Technology Center, dismissed the hype around digital actors entirely. “AI music has been around for years and we don’t have any major AI artists,” he said. “This is a gimmick. Will digital characters appear in certain projects? Sure. Will digital performers become stars? No, and boo.”

As the conversation continues, Tilly Norwood represents a flashpoint in the growing debate over AI and art. But if the union’s stance is any indication, the road ahead for synthetic stars may be rockier than their creators anticipated.