Hollywood Agencies Reportedly Compete to Represent First AI Star

Actor and comedian Eline Van der Velden has revealed that her AI studio is in talks with major talent agencies about representing its first digital creation, Tilly Norward. The announcement came during a panel at the Zurich Summit, where Van der Velden discussed the growing role of artificial intelligence in entertainment.

Van der Velden, who recently launched Xicoia, a new branch of her production company Particle6, said the interest in Tilly marks a turning point. “When we first launched Tilly, people were like, ‘What’s that?’ And now we’re going to be announcing which agency is going to be representing her in the next few months,” she told the audience.

If the deal goes through, Tilly Norward would be among the first AI-generated actresses to sign with a talent agency, a move that could place digital performers alongside human stars in Hollywood’s traditional system.

The Zurich panel also included Verena Puhm, former AI artist and now head of Luma AI’s Studio Dream Lab LA. Both she and Van der Velden noted that while many studios once dismissed AI, the mood has shifted dramatically this year. “In February, everyone said, ‘This is nothing.’ By May, people were calling me to get involved,” Van der Velden said.

Puhm echoed that sentiment, explaining that studios had been hesitant to speak openly about their work with AI. “Some denied using it, though many were already testing projects in secret,” she said. She added that by spring, companies began reaching out for guidance on how to integrate AI into production.

She also emphasized the need for fresh creative voices in the industry. “Historically, the studios have been slow to adapt, at least publicly,” Puhm explained. “They need that influx of new creatives, and new creative technologists to come in and actually show them how it’s done.”

While she couldn’t disclose details due to nondisclosure agreements, Puhm confirmed that all major studios are working on AI-assisted projects. She predicted that “the beginning of next year” will bring a wave of official announcements as companies become more comfortable revealing their AI work.

For now, the possible signing of Tilly Norward may prove to be a symbolic milestone, signaling a future where AI actors are no longer a novelty but part of the mainstream entertainment industry.

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