Overview
- Xicoia named former Amazon Prime Video executive Mark Whelan head of strategy and operations to drive the rapid expansion of Tilly Norwood and build out the Tillyverse.
- The company says the Tillyverse, a digital world for Norwood and new AI characters to live and build careers, is slated to launch later in 2026.
- Whelan will lead development of proprietary AI characters for Xicoia and Particle6 and oversee bespoke AI talent created for third-party clients.
- Xicoia frames the effort as building entertainment IP at scale, positioning Tilly as a personality and brand rather than a human replacement.
- SAG-AFTRA and Equity have criticized the project, with SAG-AFTRA warning of contractual risks and alleging the use of stolen performances that could displace human actors.