Tilly Norwood Creator Launches AI Actor Universe the ‘Tillyverse’

Tilly Norwood creator Eline van der Velden is planning a “rapid expansion” for her digital creation including constructing a whole universe round her.

As a part of the expansion Van der Velden has tapped Prime Video’s Mark Whelan as head of strategy and operations at her new AI expertise studio Xicoia.

Whelan might be tasked with serving to Van der Velden create the “Tillyverse,” described in a press release as a “dynamic, constantly evolving digital universe where Tilly and a new generation of AI characters will live, collaborate and build careers.”

It is ready to launch later in 2026.

According to the press release, Xicoia just isn’t just “experimenting” with AI however “building IP at scale and redefining how talent is created, developed and experienced in the AI era.”

It will also create “bespoke AI talent” for third events.

Van der Velden precipitated a storm in 2025 after revealing during a panel in Zurich that Norwood, a completely fictional twenty-something actor rendered in AI, was set to signal with an company. Her comments instantly prompted outrage on either side of the Atlantic, from actors unions SAG-AFTRA and Equity in addition to stars such as James Cameron, who called the concept of AI actors “horrifying” and Emily Blunt, who said it was “really scary.”

In the press release unveiling her new plans, Van der Velden said: “Tilly Norwood isn’t just an AI character — she’s a personality, a brand, and a future global superstar with a compelling narrative arc. Mark will help us craft and shape every layer of her world, from her humour, daily life and career choices to how she interacts with fans across various platforms. It all promises to be bold, playful, a little chaotic – and impossible to ignore.”

Whelan said: “Tilly already has the momentum, an audience and the cultural spark. Now we’re writing her story and building her universe. It’s a huge responsibility — but an incredibly exciting one. I think the world is going to have a lot of fun watching what happens next.”

At Prime Video, Whelan was chargeable for social strategy for initiatives including “The Grand Tour” and “Clarkson’s Farm.” He was beforehand a comedy producer and also had a brief stint at Van der Velden’s other company Particle6.