The world’s first AI actress is here — and she is redefining brand storytelling
She doesn’t need a trailer, she never misses a line, and her debut sent the global media into a frenzy. Meet Tilly Norwood, the world’s first AI actress. While the headlines focused on the novelty, savvy brand leaders are looking at what Tilly represents for the future of the industry.
In the latest episode of distilled, our Global CEO Steve Wheen sits down with physicist and filmmaker Eline van der Velden. As the founder of Particle6 and the creator of Tilly, Eline is at the center of a shift where the tool becomes the talent.
Welcome to a new world of possibilities
The conversation around AI often gravitates towards fear that it will take our jobs. In this episode, Eline offers a different perspective, viewing it as a creative enabler. Tilly Norwood is powered by a team of 15 humans, including writers, directors, and designers. The technology creates new categories of work — and allows creators to tell stories that were previously impossible to produce.
The third genre of entertainment
Eline argues we are witnessing a third genre of entertainment that sits between live action and animation. For the results-oriented marketer, this is a strategic advantage. Shifting to an AI-first pipeline can:
Slash production budgets by 50 percent
Reduce production timelines by half
Drop the carbon footprint of a project by as much as 99 percent
Building trust and 1:1 relationships at scale
The real opportunity for brands lies in building 1:1 relationships at scale. Unlike a static ambassador, an AI character can interact and adapt to individual customers.
Eline’s research shows audiences are ready. A recent AI-powered campaign doubled industry benchmarks for emotional connection. By focusing on human-led character development, brands can create trustworthy digital twins that build genuine rapport. It’s not about software mimicking a soul, but about using technology to deepen human connections.
The definition of talent is changing. The brands that embrace this hybrid future will be the ones that define it.
Join our community of over 100k marketers on our channel here — and leave us a comment: How do you think AI will shape the future of creativity?
