The U.K. acting union Equity has added its voice to the growing number of critics who are concerned about the introduction of Tilly Norwood, a computer-generated actress that has sparked significant debate within the film and television industries.
This week, U.S. labor union SAG-AFTRA expressed similar concerns following claims from Norwood’s creator, Eline Van der Velden of AI production company Particle6, that talent agencies were showing interest in the “actress.” Van der Velden felt the need to defend her project after unveiling the world’s first AI talent studio, Xicoia, at the Zurich Film Festival, asserting that Norwood is “not a replacement for a human being.”
SAG-AFTRA stated, “The union is opposed to the replacement of human performers by synthetics. To be clear, Tilly Norwood is not an actor; it’s a character generated by a computer program trained on the work of countless professional performers—without permission or compensation. It doesn’t solve any ‘problem’—it creates the problem of using stolen performances to put actors out of work, jeopardizing performer livelihoods and devaluing human artistry.”
Executives from the British union Equity have similarly condemned Van der Velden’s creation. Shannon Sailing, the union’s audio and new media organizer, emphasized, “Tilly is not an actress. She is an AI tool. That’s not a performer. What that tool is is made up of performers’ work, and we are concerned about where that work has come from and if that’s been given consent to be used in that way,” in a clip featured on Equity’s Instagram.
Equity’s General Secretary Paul Fleming reiterated these concerns during an interview with Sky News, stating: “A computer program has created something fundamentally disconnected from the work of acting, the craft of acting—but also the soul of a human being.” He further voiced the growing apprehension regarding the obscurity surrounding the original sources of data used to train such AI tools, urging that the matter should alarm every viewer and working individual.
He noted that Equity is exploring utilizing GDPR data protection regulations to press companies for transparency concerning the origin of the data powering these artificial creations, ensuring there is no misuse of its members’ work.
In a recent official statement on the union’s website, Equity demanded minimum standards for the use of AI across the film and television sectors. The statement concluded, “Technological advancements must not come at the expense of those who bring art to life.”
The apprehensions around AI in the film industry have only intensified following the revelation of Norwood’s signing with an agency. This issue became particularly salient during the SAG-AFTRA strikes of 2023, highlighting the urgent need for regulation regarding AI technologies within entertainment. Notable figures such as Emily Blunt, Toni Collette, Melissa Barrera, Natasha Lyonne, and Whoopi Goldberg have all voiced their discontent over Norwood’s treatment.
Van der Velden defended her approach on Instagram, stating: “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 taking away from live acting, AI offers another way to imagine and build stories. Creating Tilly has been, for me, an act of imagination and craftsmanship, not unlike drawing a character, writing a role, or shaping a performance.”
Based on reporting by Hollywood Reporter. Read the full story at Hollywood Reporter.