AI is breaking into Hollywood’s front lines.
At the Zurich Summit on Saturday, actor-technologist Eline Van der Velden revealed her AI talent studio Xicoia is in talks with agencies to sign its first digital star — hyperreal AI actress Tilly Norwood. If finalized, Norwood could become one of the first AI performers formally represented in the industry.
Key Takeaways
- AI actress Tilly Norwood may soon sign with a top talent agency.
- Zurich Summit revealed studios secretly working with AI since early 2024.
- Van der Velden’s Xicoia studio plans to create and monetize AI stars.
- Luma AI’s Verena Puhm says major projects under NDA will surface soon.
- Industry insiders predict a wave of AI announcements by early 2026.
AI actress Tilly Norwood, created by Eline Van der Velden’s studio Xicoia, is in talks to sign with a talent agency, as revealed at the Zurich Summit. If confirmed, Norwood would be among the first AI-generated performers with formal representation, underscoring Hollywood’s quiet but growing embrace of AI talent.
Zurich Summit Reveals a Shift
The Zurich Summit became a flashpoint for the entertainment industry’s AI debate on Saturday. Actor, comedian, and technologist Eline Van der Velden announced that her newly launched AI talent studio Xicoia is negotiating with agents to represent Tilly Norwood, a hyperreal AI actress.
The move could make Norwood one of the first AI performers signed by a professional talent agency — a role historically reserved for human actors.
A Quiet Embrace of AI in Hollywood
Speaking to attendees, Van der Velden described a shift in Hollywood’s tone over the past year.
“We were in a lot of boardrooms around February, and everyone dismissed it,” she said. “By May, the same executives were calling back, saying, ‘We need to do something with you guys.’”
Her comments echoed broader sentiment across the Zurich panel: studios are experimenting with AI behind closed doors, preparing for public announcements when timing feels safe.
Industry Leaders Confirm the Trend
Joining Van der Velden was Verena Puhm, former AI artist and now head of Luma AI’s Studio Dream Lab LA. Puhm said she had similar experiences when consulting with major studios.
“Some executives flatly denied using AI, even as they were already running pilots,” she said. By spring, interest accelerated. “They needed liaisons — people who could bridge directors and AI technologists.”
Puhm added that virtually all major studios are now developing AI-assisted projects, though most are still locked under NDAs.
Why Tilly Norwood Matters
Tilly Norwood isn’t just another synthetic influencer. She represents a potential pivot in how Hollywood monetizes digital talent.
Unlike CGI background characters, Norwood is being positioned as a “marketable actress” — complete with the possibility of signing with an agent, booking roles, and negotiating contracts. If the deal closes, agencies would enter uncharted territory: managing a star that never ages, never rests, and can be endlessly licensed.
This model raises profound questions for unions, creatives, and audiences alike.
Risks and Opportunities Ahead
The timing is delicate. Strikes across Hollywood in 2023 and 2024 exposed anxieties about AI replacing human labor. Both the Writers Guild and SAG-AFTRA have fought to regulate AI use in contracts.
Van der Velden insists her work isn’t about replacing actors but expanding creative possibilities. Still, the optics of an AI star signing with an agency could intensify union debates.
Industry observers expect announcements in late 2025 and early 2026 as NDAs expire. If even one major studio confirms an AI-led project, the momentum could snowball.
The Bigger Picture
For audiences, AI actors could mean faster production cycles, cheaper effects, and characters designed with precision to match global tastes. But it also risks homogenization, copyright disputes, and eroding human creativity.
Studios are moving cautiously — not just for ethical reasons, but because they know public reaction could make or break adoption.
Conclusion
At Zurich, one thing became clear: AI isn’t waiting for permission to enter Hollywood. Deals are being cut quietly, pipelines are forming, and actors like Tilly Norwood could soon headline contracts.
The only open question is whether audiences — and unions — will embrace or resist this new wave of digital stars.