Since debuting at a Zurich Film Festival presentation last weekend, Tilly Norwood has become the center of attention in Hollywood.
Despite being an AI-generated actress featured in only a brief two-minute comedy sketch, she has yet to give an interview. A publicist from Particle6, the company behind her creation, informed Variety that “Tilly is not available for interviews at this time.”
The acting community has expressed concern over Tilly’s existence, with Emily Blunt calling her “really scary” and SAG-AFTRA’s president Sean Astin promising to address this new development with agents. Nevertheless, some Hollywood publicists are starting to see the viability of representing AI talent. One high-profile rep mentioned she would be open to signing an AI actor.
“It’s wild, but I have to view this transition to AI as akin to the rise of social media,” she explained. “Initially, there was resistance to representing social media influencers, but now many top industry figures have built their careers from strong online followings. This evolution indicates that representing AI talent may also become a significant part of the future.”
Another well-known publicist dismissed the hesitation regarding Tilly’s presence in the industry.
“Representation isn’t about whether the client is human or AI; it’s about managing their image, preserving their reputation, and ensuring the narrative stays authentic,” she remarked. “As AI becomes further integrated into everyday life, representation for AI figures will become not just common, but necessary. The core responsibility remains unchanged: to safeguard the message, build a brand, and cultivate a career—regardless of being human or artificial.”
Conversely, a third publicist, whose clientele consists mainly of famous actresses, firmly stated, “Absolutely not,” adding, “I don’t think they require a publicist.”
Particle6, Tilly’s creator, emphasized that she identifies with feminine pronouns, stating, “Her pronouns are she/her,” whilst reiterating that many are eager to interview her.
If Tilly, who has been designed with traits like crying in her sketch “AI Commissioner,”, is to pursue a career in film or television, she will need a publicist for media engagements. This necessity highlights the potential role of a publicist in choosing key media outlets for interviews and managing sensitive topics.
Tyler Merritt, CTO of Austin’s UneeQ, which brands itself as potentially the only agency for AI human influencers, mentioned that Tilly’s backstory is likely being developed now.
“It’s feasible to construct a narrative enabling the character to respond to inquiries effectively. Continuity is essential with AI, making it important that Tilly remembers details, like having siblings or a pet, for each journalist’s inquiry,” Merritt explained. “As continuity with AI develops, it becomes harder for anyone to catch an error. However, this raises concerns since the human element, with its imperfections, often brings authenticity; AI’s ability to stick to the script could feel disconcerting. The strength of humanity lies in its flaws, not its flawless performance.”
To date, only two talent agencies have publicly addressed the possibility of representing Tilly following claims of an impending announcement regarding her signing with a Hollywood agency. Gersh’s president Leslie Siebert mentioned to Variety that while she “wouldn’t be surprised” if Tilly finds an agency, “we won’t be that agency.” Similarly, Richard Weitz, WME’s co-chairman, stated to The Wrap that “We represent human clients.”
