Could a Badly Named, Synthetic Starlet Really Be Coming to a Theater Near You?
Tilly Norwood hopes so. No, that’s not the name of a Hollywood executive or an indie director; it’s an AI-generated avatar that its creator wants to put on the big screen.
Norwood isn’t exactly megawatt-star material. Her image is notably unstriking. The doe-eyed, 20-something-looking brunette with a warm, somewhat freckled complexion doesn’t look much different from your average photogenic influencer. Her Instagram page is similarly bland, devoid of any personality traits or interests outside drinking iced coffee and walking around London. Her bio, however, contains a startling, bleak message: “You’ll either get it, or pretend you don’t.”
Nevertheless, the arrival of Tilly Norwood has Hollywood abuzz. Talent agencies are shying away from taking on an avatar as a client, and for now, Norwood seems more like a stunt than a real threat.
The Launch of an AI Talent Studio
Last week, Eline Van der Velden, CEO and founder of the UK-based AI production company Particle6, announced the formation of a new AI talent studio called Xicoia at the Zurich Film Festival. The new venture focuses on creating “hyperreal digital stars” for various media including films, television shows, TikToks, podcasts, ad campaigns, and video games, while also playing the roles of influencers and interacting with fans. The launch highlighted Norwood, the first creation from Particle6, which made her debut in their portfolio back in July.
According to Van der Velden, who is a former actor, the digitally rendered ingénue is already being eyed by several talent agencies, with a formal announcement about her representation expected soon. Norwood is actively building an online presence, having appeared in various AI-generated videos and images, and her Instagram account boasts over 50,000 followers.
Industry Reaction and Backlash
While excitement around Norwood is purportedly stirring in some circles, the backlash from working actors has been much louder. On September 30, the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) released a statement condemning the creation of Norwood. The union stated that they “believe creativity is, and should remain, human-centered” and are “opposed to the replacement of human performers by synthetics.” In response, Van der Velden claimed on Norwood’s Instagram page that she “sees AI not as a replacement for people, but as a new tool.”
Amid the alarming reactions, one must ask: Does Hollywood actually need to fear a fake actress?
The Viral Buzz
Norwood’s image has indeed gone viral, more from panic and scrutiny than genuine interest in her as a potential Hollywood commodity. The buzz began after Deadline published an exclusive report on Particle6’s new AI talent studio, with Van der Velden claiming that “the 21st century will be defined by synthetic talent.” Major entertainment trade publications quickly picked up the story, leading to strong reactions from various actors. In addition to the SAG-AFTRA statement, the British actors’ union Equity dismissed Norwood as merely an “AI tool.”
Academy Award nominee Emily Blunt expressed her concerns, calling Norwood “terrifying” and pleading for Hollywood to “please stop taking away our human connection.” Other actors, including Melissa Barrera and Whoopi Goldberg, have also publicly condemned the potential use of an AI actress.
Agency Responses
Major talent agencies are largely shutting down speculation that Norwood could be represented by them. WME chair Richard Weitz stated that their agency “represents humans” at a conference for The Wrap, while Gersh president Leslie Siebert acknowledged that AI talent will be an ongoing issue but confirmed they “are not going to be that agency” to sign Norwood.
SAG-AFTRA members strike outside Paramount Studios on November 8, 2023, in Los Angeles. Mario Tama/Getty Images
The Future of AI in Acting
In an article for NPR, producer and Forbes contributor Charlie Fink, who specializes in emerging technologies within the entertainment industry, stated that it’s hard to envision an AI-generated actress competing with A-list stars. Given the swift responses from prominent figures, it seems the industry’s elite may be more prepared to combat such innovations than lesser-known actors.
In reality, it is background and voice actors who may be at higher risk for AI replacement. The past two years—marked by SAG-AFTRA’s strike over contract negotiations that touched on studios’ use of generative AI—have illuminated these concerns. The resultant agreement allows for “body scanning,” enabling studios to create digital copies of extra performers, provided they consent and are compensated. Despite these new clauses, some SAG members believe contracts remain inadequately protective.
The apprehension surrounding Norwood may also be a misdirection amidst a broader public unease related to AI. As big tech companies like OpenAI and Meta unveil new AI technologies, fears have grown. OpenAI’s recent launch of Sora, a social network app filled with AI-generated content, further escalates these anxieties.
In conclusion, while claiming an AI-generated avatar as the next Hollywood “it” girl might be premature, it is evident that AI’s encroachment into the entertainment sphere necessitates vigilant monitoring to ensure authenticity remains at the forefront. The industry’s response to these developments will likely shape the manner in which art and technology intersect in the years to come.
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Image Credit: www.vox.com
