AI Actor Sparks Hollywood Debate

AI Actor Sparks Debate

The unveiling of Tilly Norwood, a computer-generated starlet, in Zurich has ignited intense debate regarding artificial intelligence within the film industry.

Presented as a rising talent, this AI creation is being promoted by its producers as the “next Scarlett Johansson,” a notion that many in Hollywood view as a challenge to human performers.

Norwood debuted at the Zurich Summit, a film industry event associated with the Zurich Film Festival. Created by Particle6, a London-based studio, the virtual actress has brown eyes, a British accent, and a social media presence.

Early Work and Reception

Her initial acting role is in a short parody sketch titled AI Commissioner. Released in July, the video featured 16 AI-generated characters, with Norwood as the main focus.

On Facebook, the character stated, “I may be AI-generated, but I’m feeling very real emotions right now. I am so excited for what’s coming next!”

The parody received over 600,000 views, but most responses criticized the production, labeling it as awkward, creepy, and unfunny. Doubts about the technology were reinforced by technical issues like blurred teeth and unnatural dialogue delivery.

Industry Response

Eline Van der Velden, the founder of Particle6, noted a shift in the business response. Variety quoted her saying that talent agents, once skeptical, now want to participate. She suggested that a unique agency deal might be announced soon.

SAG-AFTRA, representing 160,000 performers in the U.S., responded quickly to the unveiling. The union stated, “Creativity is, and should remain, human-centered. The union is opposed to the replacement of human performers by synthetics.” Union officials emphasized that Norwood isn't an actor but a product of software trained on real performers' work without their consent or compensation.

This dispute follows months of intense labor negotiations. Concerns about studios using AI to replace or replicate performers were central to SAG-AFTRA's contract talks in 2023 and 2024. While the union secured new protections, it cautioned that technology is advancing faster than current regulations.

Yves Bergquist, director of AI in media at USC’s Entertainment Technology Center, dismissed the current hype as “nonsense.” He told Reuters that while understandable nervousness and fear exist regarding talent replacement, Hollywood executives showed “zero interest from serious people” in fully synthetic actors. He stated that “Scarlett Johansson has a fan base. Scarlett Johansson is a person.”

AI's growing role in entertainment is evident. Studios already use it for de-aging effects and digital doubles. Norwood demonstrates the industry's capacity to create marketable, stand-alone characters. The question is whether audiences and Hollywood insiders will accept them.