What happened
AI talent studio Xicoia, owned by Particle6, announced a rapid expansion for its AI actor Tilly Norwood, including a "Tillyverse" digital universe where Tilly and new AI characters will live, collaborate, and build careers. Former Amazon Prime Video executive Mark Whelan will lead this expansion, developing new AI characters and overseeing AI talent commissioned by third parties. The Tillyverse is expected to launch this year, following Tilly Norwood's debut last fall.
Why it matters
The expansion of AI actors into a "Tillyverse" intensifies labour union anxieties regarding AI's impact on creative industries. Xicoia's strategy to build its own intellectual property and offer commissioned AI talent directly challenges traditional talent development and employment models. This mechanism drives SAG-AFTRA's expected "Tilly tax" proposal in ongoing contract negotiations, aiming to impose a fee for using AI actors. Procurement teams in entertainment and legal teams negotiating talent contracts face new cost structures and licensing complexities.
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