The news: The latest actress generating buzz across Hollywood isn’t real.

“Tilly Norwood,” an AI-generated persona created by London-based AI production studio Particle6, drew sharp critiques from Hollywood personalities and unions throughout the week after founder Eline Van der Velden said the company was seeking representation for the creation.

Prominent actors condemned Particle6 on social media, and actors union SAG-AFTRA published a statement saying “Creativity is, and should remain, human-centered. The union is opposed to the replacement of human performers with synthetics.”

Does Tilly have what it takes? Videos featuring Tilly reside deep in the uncanny valley—though AI video tools are clearly evolving rapidly. Its disconcerting appearance, inability to partake in celebrity events, and a general consumer distrust of AI means it’s unlikely that Tilly will become a household name.

• Consumer adoption of AI tools is steadily rising, but most still cite a deep distrust of the technology—particularly when it comes to actors. In a February 2025 YouGov survey of UK adults, 68% of respondents said using fully digital actors in films was somewhat or completely unacceptable.
• The rise of celebrity-friendly interview shows like “Hot Ones” reflects a consumer desire to see actors interact with one another and exist as personalities outside of film and TV roles. As an AI creation, Tilly will not be able to participate in candid interviews and red carpet moments that drive interest in celebrities online.
• The biggest blow to Tilly’s chance at stardom is the reception to its reveal. Widespread condemnation from popular Hollywood figures have framed Tilly as at odds with the entertainment industry. YouTube users are getting in on the backlash—Particle6’s video announcement is awash with comments mocking and criticizing the effort.

What this means for brands: The negative response to Tilly Norwood is a sign that consumers likely aren’t ready for a high-profile AI personality in their films and TV shows. However, some AI influencers like “Lil Miquela” have drawn millions of followers, suggesting a higher tolerance for these creations in short-form, social media content.

But even then, brands have to tread carefully. Consumers still report a deep distrust of AI influencers, with 43% of worldwide adults saying they wouldn’t trust one, per YouGov. For now, partnering with corporeal influencers is the safer path for most brands.