AI Talent Studio Faces Backlash, SAG-AFTRA Slams "Stolen Performances"

On September 30th, 2025, the entertainment industry was rocked by the launch of Xicoia, the world's first artificial intelligence talent studio. The studio's founder, Eline Van der Velden, announced the creation of the AI actress "Tilly Norwood" at the Zurich Film Festival, sparking outrage from the acting community.

In response, SAG-AFTRA, the U.S. labor union representing actors and other talent, released a scathing statement condemning the use of synthetic performers. The union argued that "Tilly Norwood" is not an actor, but rather a computer-generated character created without the permission or compensation of countless professional performers.

The union's statement continued, warning that the use of synthetic performers "jeopardizes performer livelihoods and devalues human artistry." SAG-AFTRA also reminded producers that they must comply with contractual obligations when using synthetic performers.

Meanwhile, Van der Velden defended her business, stating that she sees AI as a "new tool, a new paintbrush" for storytelling, similar to animation, puppetry, or CGI. However, many actors, including Melissa Barrera, Nicholas Alexander Chavez, Lukas Gage, Mara Wilson, and Toni Colette, have condemned the news of Norwood's possible signing.

In a separate development, Netflix has announced the greenlight of a new Swedish crime drama series titled 'The Case,' created by George Kay, the acclaimed writer behind 'Lupin' and 'Hijack.' The series is expected to bring a fresh perspective to the Nordic noir genre, further expanding Netflix's diverse portfolio of international content.