As the use of artificial intelligence rises rapidly across a multitude of fields, one recent creation stands out: AI “actress” Tilly Norwood. Tilly Norwood is an AI-generated character created by the AI division of the production company Particle6, Xicoia. The group, founded by Dutch producer Eline Van der Velden, has created an Instagram account alongside Norwood, where over 60,000 followers view their AI-generated modelling shots, selfies, and film scenes. Norwood stars in several other pieces of media, including a comedy sketch, “AI Commissioner," red carpet videos, and faux movie trailers. Van der Velden and her company have issued various controversial statements regarding Norwood, saying that they intend for it to be the next Scarlett Johansson or Natalie Portman. They also claim that audiences are more interested in a film’s story than whether its actors are real and that using Norwood instead of traditional actresses could cut production costs by 90%. Norwood’s most recent public appearance was during the Zurich Film Festival on September 27, wherein its company, Xicoia, was officially announced. There, Van der Velden implied that media companies are gradually embracing AI and that various agencies were considering representing Norwood.
Various opinions regarding Norwood’s creation swarm the media. Numerous actors and actresses have commented on Norwood, and the general opinion is quite negative. Actress Natasha Lyonne, featured in the acclaimed TV show Russian Doll, condemns Norwood, stating, “Any talent agency that engages in this should be boycotted by all guilds. Deeply misguided and totally disturbed. Not the way. Not the vibe. Not the use.” She is seconded by award-winning actress Emily Blunt, who declared, “Good Lord, we’re screwed. That is really, really scary. Come on, agencies, don’t do that. Please stop. Please stop taking away our human connection.” Actors union SAG-AFTRA refuses to acknowledge Norwood as an actor and maintains that “[it] believes creativity is, and should remain, human-centered. The union is opposed to the replacement of human performers by synthetics.” The union further elaborates that “[Norwood] has no life experience to draw from, no emotion, and, from what we’ve seen, audiences aren’t interested in watching computer-generated content untethered from the human experience.” In the face of this backlash, Van der Velden issued a statement in response, saying, “To those who have expressed anger over the creation of my AI character, Tilly Norwood: she is not a replacement for a human being, but a creative work — a piece of art.”
The growth of AI isn’t just limited to film, however; AI threatens all creative activities and areas. With the rapid advances in generative AI — advanced algorithms that create new material using existing references—“artwork,” “literature,” and “music” can easily be “created.” Opinions regarding AI use are divided as well; some believe, within reason, that it will diminish human creativity and unique thinking, while others think it supports and supplements human work, given that they are unable to make meaningful creations themselves. Research suggests that generative AI is already compromising human innovation and intelligence, as overreliance on it prevents people from developing their own thought processes and ideas. Additionally, most of the references that generative AI draws from are created by artists who have not given permission for AI to use them, raising questions about the ethical implications of AI art. All in all, generative AI should be used with caution and in moderation, while keeping its drawbacks and consequences in mind.