Why are agencies ready to replace real artists with AI like Tilly Norwood? Human actors call her “synthetic”

Picky agents, tricky schedules, paychecks, and contract negotiations – this is the reality of working with human performers. But the fully AI-generated “actress” Tilly Norwood does not need sleep or even a salary. That is what intrigues Hollywood executives who are ready to sign her with a talent agency, and outrages the actors' community, including the SAG-AFTRA.

I first heard of Shudu Gram, a fashion supermodel, in 2017. I found out about her not by flipping magazine pages but by watching a video where a content creator and the model herself revealed that Shudu isn’t real.

The “model” was the product of a fashion photographer, Cameron-James Wilson, who received a lot of backlash for creating a fake character instead of employing a real model, this way, potentially taking jobs from actual models.

Such a creative solution was shocking back then, considering that the use of artificial intelligence wasn’t quite as widespread as it is now. Wilson used 3D model software and Photoshop to create Shudu.

While we now live in a time when consuming any type of content requires us to ask whether it has been generated by AI, there are still some areas where the “infiltration” of AI shocks people.

AI comes to Hollywood

The latest example is Tilly Norwood, an AI-generated actress who’s a recent project by Eline van der Velden, a Dutch comedian, writer, actress, and producer.

Van der Velden launched an AI talent studio, Xicoia, which will create and manage “digital stars” like Norwood.

While talking at the Zurich Summit, an event for independent film industry professionals held during the Zurich Film Festival, Van der Velden also shared that the studio is already in discussions with talent agents who are considering working with Tilly Norwood, reports Deadline.

If these agencies agree to sign on, Norwood would become the first AI actress to be represented by a talent agency.

Van der Velden’s new project soon started a debate online, with a number of well-known actors, such as Nicholas Alexander Chavez, Lucy Hale, Mara Wilson, and others, expressing their concerns about agencies choosing an AI-generated actress over a real person, reports the Independent.

SAG-AFTRA’s take on “Synthetic Performer”

The Screen Actors Guild and the American Federation of Television and Radio Artists (SAG-AFTRA) also issued a statement on the AI-generated actor, calling it “Synthetic Performer.”

The guild shared that it doesn’t agree with human performers being replaced with “synthetics.”

“To be clear, ‘Tilly Norwood’ is not an actor, it’s a character generated by a computer program that was trained on the work of countless professional performers – without permission or compensation,” noted SAG-AFTRA.

While the creator of Tilly Norwood treats it as an art project that doesn’t seek to replace real actors, the guild sees it as a threat that is “jeopardizing performer livelihoods.”

The union also pointed out that audiences aren’t too keen on looking at something that has been generated by a computer and provides no real-life experience.

Numerous discussions online also reveal that when it comes to art, people prefer to see or listen to something created by a real artist.

For example, the debacle that started with the AI-generated band The Velvet Sundown revealed the need for such content to be flagged as made by AI tools.

SAG-AFTRA also warned producers that the use of "synthetic performers” may go against "contractual obligations” signed with the guild.

Netizens' reactions to AI actress

The AI-generated actress also prompted a discussion online.

“Why does an AI actress need management? Just copy the settings and off you go,” wrote one user.

“What a stupid world we’re creating,” shared another netizen.

“There are only downsides to dealing with human people for these folks,” wrote one user, trying to explain why agencies would find it easier to opt out of working with real professionals, instead of AI-generated ones.

“You have to treat them with basic human decency for one (by law), which is a real drag on potential earnings. Same with payroll. And don't get me started on scheduling! Ugh. AI Talent doesn't have any of those problems,” continued the user.

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byu/Significant-Fun-4235 intechnology

Seeing the backlash, Tilly's creator responded to the comments by issuing a statement on Instagram, saying that the AI-generated character “is not a replacement for a human being, but a creative work – a piece of art.”

The woman shared that she sees Tilly as a new tool, a form of art, and another way to express ourselves.

View this post on Instagram

A post shared by Eline Van Der Velden (@elinehq)

The surge of AI artists

While it all seemed to start with written context, AI is now used in music, video production, and, thanks to Tilly, acting.

While it’s quite easy to check whether an AI is lying to you about the next book recommendation, it’s becoming harder to detect if the song or band that we’re enjoying wasn’t generated by AI. The use of AI has really been getting out of hand, with some claiming to release songs by artists who are no longer alive.

Have thoughts about this topic? Others do, too. Join them in the discussion.

While there are unanswered questions about how many people actually enjoy this kind of content and would like to see it somehow marked, what seems to annoy people, especially artists, is how AI-generated content seems to attract the attention of record labels, talent agencies, and similar representations.

Recently, Oliver McCann, an AI music creator, struck a deal with Hallwood Media, a music record label. This made Hallwood Media the first label to sign an agreement with an AI music creator.

The collaboration once again made others question the future of artists and the authenticity of their work.

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