Xicoia, the AI talent studio founded by Particle6 CEO Eline van der Velden, announced today the appointment of former Prime Video executive Mark Whelan as Head of Strategy and Operations. The move signals a significant escalation in the company’s ambition to not only create AI-generated performers but to build entire digital ecosystems around them, beginning with the launch of the “Tillyverse” later this year.
Whelan, who previously led social expansion for Prime Video across numerous territories, will work directly with van der Velden to scale Xicoia’s vision. His tenure at Prime Video included shaping social strategy for popular series like “The Grand Tour” and “Clarkson’s Farm,” and spearheading innovative YouTube formats, according to Advanced Television. He as well has prior experience with Van der Velden’s other company, Particle6, having served as a producer there for a short period.
The “Tillyverse” is envisioned as a “constantly evolving digital universe” where Tilly Norwood, Xicoia’s controversial AI actor and a new generation of AI characters will “live, collaborate and build careers,” the company stated in a press release. The concept follows a year of intense debate sparked by van der Velden’s revelation in 2025 that Norwood, a fully AI-created performer, was set to be represented by a talent agency.
That announcement drew immediate condemnation from actors’ unions and prominent figures in the entertainment industry. SAG-AFTRA and Equity voiced concerns about the potential displacement of human actors, while director James Cameron labeled the idea “horrifying” and actress Emily Blunt described it as “really scary.”
Xicoia’s plans extend beyond simply creating AI actors. The studio intends to “build IP at scale and redefine how talent is created, developed and experienced in the AI era,” and will also offer “bespoke AI talent” for third-party clients. Van der Velden framed Norwood as more than just a digital creation, stating, “Tilly Norwood isn’t just an AI character — she’s a personality, a brand, and a future global superstar with a compelling narrative arc.”
Whelan echoed this sentiment, stating, “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.” He added that he believes “the world is going to have a lot of fun watching what happens next.” (C21Media)
Prior to his role at Prime Video, Whelan built a background in comedy production at Third Leg Studios, where he co-founded an award-winning YouTube channel. He also held senior video roles at Hollabox, Culture Trip, and Your Life, and had an early development role at Objective Productions. His diverse experience, van der Velden said, encompasses “comedy, character-building, AI, audience behaviour and digital culture — which is exactly what Tilly – and the wider business – needs at this stage.” (Yahoo Entertainment)
The launch of the Tillyverse, and the broader expansion of Xicoia’s AI talent offerings, will be closely watched by the entertainment industry as it grapples with the rapidly evolving implications of artificial intelligence. The studio has not yet detailed the specific technologies underpinning the Tillyverse, or the extent to which AI will be used to generate content and interactions within the digital world.
