Xicoia, the world’s first AI talent studio and the creator of AI performer Tilly Norwood, has appointed former Amazon Prime Video executive Mark Whelan as its head of strategy and operations. This move is part of Xicoia’s strategy to expand its innovative vision, beginning with the rapid development of Tilly Norwood and the forthcoming launch of the “Tillyverse,” a dynamic digital universe where Tilly and a new generation of AI characters will reside, collaborate, and build careers.
Whelan will work closely with CEO and creative lead Eline van der Velden, who previously discussed her ambitions for industry disruption in an interview with The Hollywood Reporter. The Tillyverse is anticipated to debut later this year, marking a significant milestone in the integration of AI into entertainment.
Prior to joining Xicoia, Whelan was instrumental at Amazon, where he led social media expansion across various regions and spent six years developing EU-wide strategies for high-profile projects such as “The Grand Tour” and “Clarkson’s Farm.” His experience in shaping brand narratives aligns with Xicoia’s goals for Tilly Norwood, which is positioned not just as an AI character but as a multifaceted personality and emerging global brand.
Van der Velden expressed her enthusiasm for Whelan’s appointment, stating, “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 elaborated on the vision for Tilly, emphasizing that the AI character represents a compelling narrative arc and a brand that would resonate across various platforms and demographics. “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,” Van der Velden added.
Whelan considers his new role a “once-in-a-lifetime opportunity,” acknowledging the rapid evolution of AI technology. He remarked, “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.” According to Whelan, Tilly already possesses significant momentum and cultural relevance, and he sees this as a pivotal moment to craft her story and build her universe.
In addition to focusing on Tilly Norwood’s growth, Whelan will lead initiatives to develop proprietary AI characters for Xicoia and its parent company Particle6. He will also oversee the creation of bespoke AI talent commissioned by third parties, marking a significant step in the burgeoning intersection of artificial intelligence and entertainment.
The incorporation of AI performers like Tilly Norwood highlights a growing trend in the entertainment industry, where digital characters are increasingly seen as viable creative assets. As companies like Xicoia push the boundaries of what AI can accomplish in storytelling and audience engagement, the potential for new forms of entertainment continues to expand. The industry is poised for significant change as these innovative approaches gain traction, promising a new era of creativity that blends technology and narrative in unprecedented ways.
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