Media entrepreneur and digital creator Eline van der Velden is taking a bold step into the future of entertainment, unveiling plans for a rapid global expansion centered around her AI-generated personality, Tilly Norwood.
The ambitious initiative will see the creation of what has been dubbed the “Tillyverse,” an expansive digital ecosystem designed to function as a living, evolving universe where AI-driven characters can interact, collaborate, and develop careers much like traditional human entertainers. The project will be developed through Van der Velden’s newly launched AI talent studio, Xicoia, which aims to reshape how intellectual property and digital personalities are created and experienced in the artificial intelligence era.
To help execute the vision, Van der Velden has appointed former Prime Video executive Mark Whelan as Head of Strategy and Operations. Whelan previously oversaw social strategy for major productions including The Grand Tour and Clarkson’s Farm, bringing extensive experience in digital storytelling and audience engagement to the rapidly expanding project.
According to company statements, Whelan will guide the long-term development of Tilly Norwood’s narrative identity, helping shape everything from her humor and career trajectory to how she connects with audiences across streaming platforms, social media spaces, and emerging digital environments. The goal is to position Tilly not merely as a virtual influencer but as a fully realized entertainment property capable of evolving in real time.
Van der Velden described Tilly Norwood as far more than a technological experiment, emphasizing that the character represents a personality, a brand, and potentially a future global superstar with an unfolding narrative designed to engage audiences continuously. The Tillyverse, expected to launch later in 2026, will introduce additional AI personalities intended to exist within the same creative and professional ecosystem.
Beyond developing in-house digital stars, Xicoia also plans to create customized AI talent for external partners, including brands and production companies seeking new forms of storytelling and audience interaction. The studio maintains that its mission goes beyond experimentation, focusing instead on building scalable intellectual property while redefining how talent is created and experienced in modern entertainment.
Van der Velden first sparked international debate in 2025 after revealing that Tilly Norwood, an entirely AI-rendered twenty-something actor was preparing to sign with professional representation. The announcement prompted strong reactions from performers’ unions including SAG-AFTRA and Equity, both of which raised concerns about the future of employment opportunities for human actors.
Several prominent industry figures also voiced criticism at the time. Filmmaker James Cameron described the concept of AI actors replacing human performers as deeply concerning, while actress Emily Blunt admitted the development felt unsettling for many working creatives.
Despite the controversy, Van der Velden has continued advancing her vision, arguing that artificial intelligence should expand storytelling possibilities rather than compete with traditional performers. Mark Whelan echoed that optimism, noting that Tilly already possesses audience momentum and cultural relevance, and that the next phase involves building a world audiences can actively follow and enjoy.
As artificial intelligence continues reshaping creative industries worldwide, initiatives like the Tillyverse highlight a growing shift toward digitally native celebrities and immersive entertainment ecosystems. Whether viewed as innovation or disruption, the project signals a future in which AI-generated personalities may increasingly share the spotlight alongside human talent on the global stage.
