In the rocky landscape that is Hollywood today, discussing AI has become a subject of much controversy. Every time it’s revealed that a film or TV show used AI during its production, the backlash arrives almost instantly. And when news arrived that an AI actor had been created and was now seeking representation, things got understandably worse. Tilly Norwood, as the AI entity is called, does not feel anything, but if it could, it might be in tears. However, actress and tech mogul Eline Van der Velden, Norwood’s official creator, is not planning to stop trying to get Norwood to the top. In fact, her plans are much more ambitious. Brace yourselves — things are about to get eerie.
As reported by Deadline, Van der Velden appeared at the Zurich Summit, where she revealed the current status of Norwood’s representation. Weeks ago, it was reported that agencies were trying to get in on the AI craze and represent what’s officially become known as the first AI actress. Van der Velden reveals that she has no plans to pit Norwood against live-action performers:
“I can’t say specifically, but I will say there are lots of agencies that are interested. She has become a lot more famous than she was before… We’re looking at what we’re going to do with her next now that we’re in this different position.
“I feel strongly that there are three genres: animation, traditional live action and the AI genre. Tilly was always meant to be in her AI genre, and that’s where she’ll stay.”
Van der Velden then revealed the plans to keep developing more AI actors in what she says is the “AI genre.” Even though she and her company have been working on this for some time, she says they’re not ready to be introduced:
“The plan is to create 40 very diverse characters to build her whole universe and to play in this AI genre with a whole new cast. We’ve got a few in the making, but none are ready for release. It takes a long time to get something I’m happy with.”
Is the Rise of AI Actors Inevitable?
Van der Velden is not exactly playing it coy when it comes to sharing her theories of what will happen in the near future, especially regarding AI actors and the controversial advancements of generative AI. It’s no secret that the technology is expanding, and so are the fields where it can be used for positive purposes. Though AI can certainly lower production costs in the field of entertainment, at the same time, it’s replacing roles once held by humans. When asked if people should be worried about losing their jobs, Van der Vendel tries to avoid the inquiry by citing another field where AI is truly a helpful resource: medicine.
“In 2016, they said radiologists would become obsolete because AI can do the tech much better than radiologists can. What ended up happening is so much tech went into radiology that they were able to scan more people. As a result, they found out more problems in patients and more radiologists were needed.”
But does this mean we should embrace AI in the field of creative arts? Van der Vendel believes industry shifts are inevitable: “The fact is the industry changes. It does happen and jobs do change. Our jobs are not what they were. In the 1900s, none of our jobs existed. I can’t protect everyone from that. But what I will say is that the industry has been stuck for a little bit and this might help unlock that.” She also shared that young actors are actually pleading to be part of this AI trend, but doesn’t believe AI characters will replace real actors on screen:
“We have had young actors approach us about wanting to be part of this new genre, the AI genre, asking if we can use their likeness. We get a lot of requests, from top actors to new starters. With the top actors, maybe they’re old and can’t come to set anymore, and they would like a digital twin of themselves, obviously with explicit consent and compensation. We can do that and help them with that.
“But also, for young actors who want to be in an AI genre film, we can make that work as well. There is going to be this creative renaissance. There is going to be a change. I think, the traditional film and TV genre will carry on for quite awhile, for a long time, maybe forever, as its own genre. And I think we’re still going to film with actors. I want to see real actors on screen. I don’t think AI characters will be in that space – it’s not going to move that fast.”