Xicoia, an AI talent studio, is embarking on an exciting new phase with ambitious plans for its virtual personality, Tilly Norwood.
The studio has hired Mark Whelan, who previously worked as an executive at Amazon Prime Video, to lead its strategy and operations. This move comes as the company gets ready for its next phase of expansion.
Whelan will be working with Eline van der Velden, founder of Particle6 and CEO of Xicoia, to grow the Tilly Norwood brand and introduce the Tillyverse. This new online world will allow Tilly and other AI characters to interact with each other, pursue careers, and develop over time. The Tillyverse is planned to launch later this year.
Prior to Xicoia, Whelan spent six years at Amazon, where he directed social media strategy throughout Europe. He contributed to popular shows like The Grand Tour and Clarkson’s Farm. Xicoia believes his skills in crafting compelling stories and connecting with audiences will be crucial as they develop projects powered by artificial intelligence.
As a huge movie buff, I was really interested to hear what Van der Velden had to say about their new team member, Mark. She basically said he’s an incredibly talented storyteller – a real rarity! She’s thrilled to have him at Xicoia because he just gets everything – comedy, creating believable characters, the potential of AI, what audiences want, and how things work online. Apparently, that’s exactly what their project, Tilly, and the whole company needs right now. It sounds like a fantastic fit!
The company is developing Tilly Norwood as more than just an AI character. They envision her as a fully developed personality, a recognizable brand, and a potential global star with a captivating story, as explained by a representative. They are essentially creating something completely new with her.
Mark will be instrumental in developing every aspect of her public persona, including her sense of humor, everyday life, career, and how she connects with fans online. The result will be striking, fun, a bit unpredictable, and sure to grab attention.
Whelan called the change a significant milestone in his career. He explained that because AI is developing so quickly, Xicoia isn’t just adopting existing industry standards – they’re actively creating new ones by combining advanced technology with innovative ideas.
I truly believe Tilly has everything she needs to become a phenomenon – she’s already captured people’s attention and has that special something that really resonates. Now, we’re the ones getting to develop her story and create the world around her, which is a big task, but honestly, it’s thrilling! I have a feeling everyone’s going to love seeing what we come up with next.
As Tilly becomes more popular, Whelan will oversee the creation of new AI characters. These characters will be used by both Xicoia and Particle6, and the team will also build custom AI solutions for other companies.
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2026-03-02 16:45