Xicoia, the world’s first AI talent studio and AI performance creator Tilly Norwood, has appointed ex-Amazon Prime Video Mark Whelan as head of strategy and operations.
Whelan will work directly with CEO and Creative Founder Eileen van der Velden of Particle6 – who he spoke in-depth with Hollywood Reporter about its plans to take over Hollywood last year — “to scale the studio’s ambitious vision,” the studio said, “starting with the rapid expansion of AI actor Tilly Norwood and the launch of Tillyverse, a dynamic, ever-evolving digital universe where Tilly and a new generation of AI characters will live, collaborate and build their careers.” They added that Tillyverse is scheduled to launch later this year.
Whelan joins from Amazon, where he led its social expansion across multiple territories and spent six years shaping EU-wide social strategy for major brands including The grand tour and Clarkson Farm.
“Mark is a brilliant storyteller with a rare skill set, and I couldn’t be more excited to have him join Xicoia,” said van der Velden. “He understands comedy, character building, artificial intelligence, audience behavior and digital culture, which is exactly what Tele – and the wider business – needs at this point.”
“Together, we’re building something completely new. Tilly Norwood isn’t just an AI character – she’s a person, a brand, a future global star with a compelling narrative,” van der Velden added. “Mark will help us shape and shape every layer of her world, from her humor, her daily life, her career choices, to how she interacts with fans across various platforms. It all promises to be bold, fun, and a little bit messy — and impossible to ignore.”
Mark Whelan added that the role represents a “once-in-a-lifetime opportunity.”
“AI is evolving at an incredible speed, and the combination of cutting-edge technology and ambitious creative thinking means that at Xicoia we don’t follow the industry rules of the game, we write them,” he said. “Tilly already has the momentum, the audience, and the cultural spark. Now we’re writing her story and building her world. It’s a huge responsibility, but an incredibly exciting one. I think the world is going to have a lot of fun watching what happens next.”
Alongside leading the growth of Tilly Norwood, Whelan will lead the team in the development of new proprietary AI personas for use by Xicoia and Particle6, as well as overseeing the creation of custom AI talents commissioned by third parties.
