Talent Agencies Reportedly Race to Sign AI ‘Actress

AI-generated performer Tilly Norward may soon become one of the first virtual stars to sign with a talent agency, according to her creator, Erfan Van der Velden.

Speaking about the shift in industry attitudes, Van der Velden noted that only months ago, studios showed little interest, but now major players are reaching out. “By May, people were like, ‘We need to do something with you guys,’” he said.

Norward’s potential signing follows the launch of Xicoia, an AI-focused talent studio spun out of Van der Velden’s company Particle6.

The new studio aims to build and manage a roster of digital stars designed for mainstream entertainment.

The growing buzz around AI performers reflects a wider change in Hollywood’s approach to artificial intelligence. Former AI artist Puhm, now leading Luma AI’s Studio Dream Lab LA, described the sudden increase in demand from film studios earlier this year.

“Some said, ‘Oh, no, we’re not using AI.’ I knew some were lying, they were already secretly working on some stuff,” she recalled. By spring, however, many of those same companies were contacting her to discuss how to integrate AI into creative workflows.

Puhm explained that studios, while historically cautious, are now actively seeking expertise from people who understand AI pipelines and processes. “They really have to get people from the outside that have worked in the AI industry,” she said, adding that many projects are already in development but remain under nondisclosure agreements.

While details remain secret, Puhm hinted at a wave of announcements coming soon. “Honestly, I think this year is going to be interesting. In the beginning of next year, there’s going to be a lot of announcements,” she said.

If Norward signs with an agency, it could mark a turning point for AI talent in the entertainment industry, blurring the line between digital creations and human performers.

The idea of AI-generated actors being represented by traditional agencies raises big questions about the future of Hollywood. On one hand, it could open new creative doors, but on the other, it might spark debates about authenticity and opportunities for human performers.

It’s inevitable that AI talent will find a place in the industry, but how audiences respond will decide how far it goes. What do you think—are AI stars the future of entertainment, or should Hollywood stick to real actors? Share your thoughts in the comments.