In the fall of 2025, a Dutch production company caused a stir in the film industry with the AI actress Tilly Norwood. At the time, many filmmakers expressed concern about losing their jobs due to artificial intelligence. Now Norwood is back with a full music video. But it’s not just the message that’s different. Fears in the industry have also shifted. A commentary analysis.
Who is Tilly Norwood?
- Tilly Norwood is one Artistic character from the AI studio Particle 6 Productions. It was first presented at the Zurich Film Festival (Zurich Summit) in autumn 2025. The studio manager is the Dutch artist Eline Van der Velden, who works as an actress, author and producer in London. So far she has only had small appearances in British TV series. Since Norwood’s introduction, Van der Velden has been in the spotlight.
- Shortly after Tilly Norwood was brought to life, her creator officially announced the creation of the AI talent studio Xicoia. An AI-generated YouTube video in which Norwood also appears was particularly causing concern at the time caused turmoil in the film and acting industry. From horror to existential fear, the criticism at the time was predominantly negative.
- Now, around six months later, Tilly Norwood is standing once again in the artificial spotlight. She can be seen as a singer and actress in an AI music video. However, the “Take The Lead” video was not created exclusively using artificial intelligence. According to a note at the beginning, 18 people were involved in the production.
AI music video to make others ashamed
The AI music video “Take The Lead” with Tilly Norwood falls somewhere between Foreign embarrassment, funny moments and really weird scenes classify. The difference to the first AI-generated clip with the fake actress: Back then, Particle 6 apparently wanted to give the impression that Norwood was a real person. At least they tried to disguise their AI background as best as possible.
This time it’s different. The artificial origin is no longer hidden, but rather literally displayed – including plastic shine, over-the-top pop noise and an aesthetic that seems as if it had an algorithm Stuck on a 2000s playlist for too long. This is certainly disturbing, but also honest. Because the video doesn’t even pretend that something purely human was created here.
There is one in that too certain comedy. “Take The Lead” works almost like a self-parody of AI culture: exaggerated, slightly askew and, in places, just plain bad. But it is precisely this weirdness that reveals the weaknesses of the technology. While the chorus sounds like it’s chart placement, the image and emotion keep stumbling over the same hurdle. The punchline: Creativity can be simulated, but it often comes across as soulless.
In terms of marketing, the video is definitely a success clever move, because it is also a satire on the criticism of Tilly Norwood’s first appearance and on the blockbuster industry, which shook itself briefly but then continued as before. But costs have been exploding for years and make-up, costumes, sound, lighting and cameras in particular are under pressure while the big stars and production companies rake in millions.
Voices
- AI actress Tilly Norwood sings in her video: “When they talk about me, they don’t see. The human spark, the creativity. Behind the code, behind the light. I’m just a tool, but I have life. I didn’t come from nowhere, no. There’s always a story, you know. It’s not a mistake, it’s taste and time. A human touch, a great design.”
- Commentator Lance Ulanoff scoffs in an opinion piece on Techradar: “‘Take The Lead’ heartens me – not because of its catchy chorus, but because it’s just terrible in so many ways. The imagery is chaotic and, in the absence of a plot or theme, represents a trite visual metaphor. The longer she sings, the clearer it becomes that Norwood is fake, as empty and artificial as those garden flamingos you see on Florida lawns. At least you can knock over.”
- Particle 6 boss Eline Van der Velden told Variety: “Tilly is and always has been a means to test the creative abilities and limits of AI – not to take anyone’s job away. I think that the opportunity to fully slip into an AI character is a phenomenal way to introduce an unknown actor like me closer to the craft. Ultimately, however, it is important to emphasize that AI content does not happen overnight – it always takes good ideas, taste, guidance, judgment and time. With others In words: people remain at the heart.”
Copyright conflict
Behind Tilly Norwood is Particle 6, a studio that wants to make the digital figure more than just a one-off experiment. The Vision is called “Tillyverse” – a cloud entertainment world where AI characters sing, play, and probably soon give interviews without ever getting tired or old. A Hollywood world that requires more computing power than people.
That from this actually a business model should be, shows the strategic rearmament. In Mark Whelan, former social strategist at Amazon Prime Video, the studio has hired someone who knows how to generate attention and clicks to build brands and make money.
The assurance that AI would not take away anyone’s job in the film industry, but it’s nonsense. Of course: there will always be a need for people to create such videos. But if other production studios were to adopt such technologies, some employees would probably not only have to reorient themselves, they would probably also need significantly fewer staff.
The stars of the film and music industry will most likely be spared such a fate. But: What about amateur actors, camerawomen or editors? The one yet major conflict but are the AI algorithms that make characters like Tilly Norwood and her music video possible. Because: They were trained with the material of real artists – but usually without their consent or without any payment.
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