Tilly Norwood AI Studio Levels Up With Ex-Amazon Hire as Ambitious “Tillyverse” Era Begins
A new chapter is starting for Xicoia as the AI talent studio moves forward with big plans for its digital star, Tilly Norwood.
The company has brought in Mark Whelan, a former executive from Amazon Prime Video, to take on the role of head of strategy and operations. The studio confirmed the news as it prepares for its next stage of growth.
Whelan will work closely with Eline van der Velden, the founder of Particle6 and CEO of Xicoia. According to the studio, his role is to help expand the reach of Tilly Norwood and support the launch of the Tillyverse. This new digital world will feature Tilly along with other AI characters who will interact, build careers, and evolve over time. The Tillyverse is expected to launch later this year.
Before joining Xicoia, Whelan spent six years at Amazon leading social strategy across Europe. He worked on major titles such as The Grand Tour and Clarkson’s Farm. The studio says his experience in storytelling and audience engagement will play a key role in shaping the future of its AI-driven projects.
Van der Velden shared her thoughts on the new hire, saying, “Mark is a brilliant storyteller with a rare skillset, and I couldn’t be more excited to have him join Xicoia. He understands comedy, character-building, AI, audience behaviour and digital culture, which is exactly what Tilly — and the wider business — needs at this stage.”
She also explained that the company is trying to build something new with Tilly Norwood. “Together, we’re building something entirely new. Tilly Norwood isn’t just an AI character — she’s a personality, a brand, and a future global superstar with a compelling narrative arc,” she said.
“Mark will help us craft and shape every layer of her world, from her humour, daily life and career choices to how she interacts with fans across various platforms. It all promises to be bold, playful, a little chaotic — and impossible to ignore.”
Whelan described the move as a major moment in his career. “AI is evolving at breathtaking speed, and combining cutting-edge tech with ambitious creative thinking means we’re not following an industry playbook at Xicoia, we are writing it,” he said.
“Tilly already has the momentum, an audience and the cultural spark. Now we’re writing her story and building her universe. It’s a huge responsibility, but an incredibly exciting one. I think the world is going to have a lot of fun watching what happens next.”
Along with growing Tilly’s presence, Whelan will also lead the development of new AI personalities. These characters will be used both by Xicoia and Particle6. The team will also create custom AI talent for outside partners.
This move shows how fast AI entertainment is growing. It feels like digital performers are becoming real competitors in the media space. It will be interesting to see how audiences react to the Tillyverse once it launches. What do you think about AI stars building careers like human actors? Share your thoughts in the comments.