AI Star Tilly Norwood Enters a Bold New Era With Major Ex-Amazon Power Move Behind the Scenes
A big shift is happening at Xicoia as the AI talent studio moves into its next phase of growth.
The company has brought in Mark Whelan, a former Amazon Prime Video executive, to take on the role of head of strategy and operations. The announcement came directly from the studio, which confirmed that Whelan will now work closely with founder and CEO Eline van der Velden, who also leads creative direction through Particle6.
According to the studio, the main goal of this hire is to support the fast development of their AI performer Tilly Norwood and prepare for the launch of a new digital world known as the Tillyverse. This upcoming space is expected to feature Tilly alongside other AI personalities who will interact, collaborate, and build their own digital careers. The Tillyverse is scheduled to go live later this year.
Before joining Xicoia, Whelan spent several years at Amazon where he focused on growing social reach across multiple markets. His work included helping shape strategy across Europe for well-known shows such as The Grand Tour and Clarkson’s Farm.
Van der Velden spoke about the decision to bring him on board. She said, “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 shared her bigger vision for the project. “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. 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.”
Beyond focusing on Tilly Norwood’s growth, Whelan will also guide the creation of new AI characters developed by Xicoia and Particle6. He is also expected to oversee projects where custom AI talent is created for outside partners.
This move shows how quickly AI is becoming part of entertainment and storytelling. The idea of digital personalities building careers like real performers is both exciting and a little strange. It could change how audiences connect with characters in the future. What do you think about AI performers becoming the next big stars? Share your thoughts in the comments.
