Creators fear that cheap, scalable AI talent might soon come for their paychecks

Personalities generated by AI, like Tilly Norwood, don’t need rest or have unique, personal opinions. That’s part of their appeal to talent agencies and advertisers. As brands and platforms quietly embrace AI-generated content, some creators are starting to worry that cost and control will beat out their authenticity.

Last week, Meta launched its AI-generated content feed called Vibes. Around the same time, OpenAI launched a social app called Sora that allows users to generate videos of themselves. Both resemble TikTok-style feeds. That seems to indicate that these are less side projects for the tech behemoths and likely an indicator of ambitions for social feeds filled not by creators, but by machines. Recall Meta CEO Mark Zuckerberg’s plans to fully automate with AI by 2026?

Norwood is an AI actress and first creation from AI talent studio Xicoia — the brainchild of actor, comedian, technologist Eline Van der Velden. The synthetic starlet has sparked curiosity in holiday marketing and is reportedly in talks with a number of talent agents, according to Deadline.

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