Movie technology is constantly evolving, from the development of CGI and VFX to the implementation of ‘video walls’ rather than a traditional green screen. Now, as AI creeps into nearly every aspect of the modern world, Hollywood meets its first-ever fully AI actress, Tilly Norwood. The actress made ‘her’ debut in July of 2025, however, she attracted little attention until the Zurich Film Festival in late September. At this time, it was revealed that the actress was seeking representation, and backlash began to flood in. So, why is this AI creation so popular, yet controversial?
Tilly Norwood is an ‘AI Actress’ created by the Particle6 Group, described as “designed for any role and always ready to perform”. The company is a European-based AI production studio, with clients including Prime Video, Daily Mail, BBC Comedy, and more. The group offers a variety of technology, ranging from VFX and nature montages to AI Avatars and fully fledged commercials, campaigns, and comedy sketches. According to Variety, “production costs are being reduced by up to 90% compared to traditional methods” because of the innovative actions of this company.
However, with these cost benefits comes a concern of ethics and the effect AI talent could have on the film industry. As Tilly Norwood exists without a conscience, and therefore without limits, she will be willing and able to do anything asked of her, potentially removing autonomy from human actors.
SAG-AFTRA, the actor’s union dedicated to protecting the jobs of performers, has come out with a statement geared against the AI actress, stating, “It has no life experience to draw from, no emotion, and…audiences aren’t interested in watching computer-generated content untethered from the human experience.” The union believes that audiences will likely reject this technological advancement. SAG-AFTRA further stated, “creativity is, and should remain human-centered.”
The union is actively fighting against the replacement of human talent as Tilly Norwood reportedly seeks representation. This is not the union’s first fight against AI; in 2023, SAG-AFTRA joined the writers’ union in a strike against AI integration and the replacement of human workers.
Similarly, many industry professionals are unhappy about this AI performer, feeling as though they will be replaced and lose out on jobs. According to NBC News, various professionals, including Emily Blunt, Melissa Barrera, and Kiersten Clemons, have publicly expressed their disdain for the AI actress.
However, not all industry professionals believe jobs will be stolen, as the director of AI media at the USC Entertainment Technology Center, Yves Bergquist, states, “AI music has been a possibility for years and years and years, and we don’t have any major AI artists out there.” Bergquist strongly believes that Tilly Norwood, though an impressive innovation, will follow the same pattern as all other AI programs, failing to measure up to humans in the creative industries.
Filmmaker and film/CCTV teacher at CCHS, Ryan Andrzejewski shares the opinion that AI will fail to replace creatives in the job market. Discussing the possibilities of replacing humans, he states “I don’t see how that’s in danger in the industry.” He further comments, “People are so up in arms about AI and how it’s going to change or take jobs. I don’t see that happening.”
As for his personal filmmaking endeavors, he holds the belief that to create a film with exclusively AI talent would be an excessive amount of work for little potential reward. He explains that to create a film with quality interactions between characters, a choice would have to be made between entirely human or solely AI actors. Contemplating the usage of AI in his own films, he claims “I don’t think I’d ever use AI talent as a lead or supporting…possibly background talent.”
As AI and other technological advancements naturally enter the film industry, filmmakers must navigate how to responsibly integrate various innovations. Tilly Norwood’s career trajectory is unknown, however ‘she’ will surely not be the last AI innovation to grace the silver screen.
