SAG-AFTRA, the U.S. labor union representing actors and various talent, has taken a firm stance against a recently launched AI talent studio. In a statement released on Tuesday, the union emphasized, “Creativity is, and should remain, human-centered.” This declaration follows the backlash against the potential representation of Tilly Norwood, a computer-generated actress created by Dutch entrepreneur Eline Van der Velden through her studio, Particle 6 Productions.
During the Zurich Film Festival, Van der Velden unveiled Xicoia, billed as “the world’s first artificial intelligence talent studio.” However, this announcement was met with significant outraged responses from the acting community, resulting in Van der Velden’s insistence that Tilly is not intended to replace human actors. On social media, she stated, “She is not a replacement for a human being.”
SAG-AFTRA’s statement further elaborated, stating, “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. It has no life experience to draw from, no emotion and, based on what we have seen, audiences aren’t interested in watching computer-generated content untethered from the human experience. This innovation doesn’t solve any ‘problem’; it creates the problem of using stolen performances to replace actors and jeopardizes their livelihood while devaluing human artistry.”
The union also intentions to enforce its regulations regarding the use of synthetic performers, asserting that signatory producers must comply with contractual obligations that require notice and bargaining when synthetic performers are incorporated into productions.
This ongoing debate surrounding the impact of AI on the film and television industry’s creative process was particularly highlighted during the 2023 SAG-AFTRA strikes, as performers expressed growing concerns about the potential for AI to undermine their work and misappropriate their likenesses. Prominent figures in the industry, such as Melissa Barrera, Nicholas Alexander Chavez, Lukas Gage, Mara Wilson, and Toni Colette, have voiced their opposition to the idea of AI-generated performers.
In her defense of Xicoia, Eline Van der Velden remarked, “I see AI not as a replacement for people but as a new tool, a new paintbrush. Just as animation, puppetry, or CGI opened fresh possibilities without detracting from live acting, AI offers another dimension for storytelling. I’m an actor myself, and nothing—certainly not an AI character—can diminish the craft or joy of human performance. Creating Tilly is an act of imagination and craftsmanship akin to drawing a character, writing a role, or shaping a performance.”
The concerns regarding AI’s infusion into the entertainment industry are becoming more pronounced, making discussions around regulations in this evolving landscape critical for preserving the integrity of human performance.
Based on reporting by Hollywood Reporter. Read the full story at Hollywood Reporter.