Amazon executive becomes Tilly Norwood Studio's 'Tillyverse' architect

Tilly Norwood studio Xicoia has appointed its “chief architect of the Tillyverse” to spearhead the “swift growth” of the AI actor.

Mark Whelan comes from Amazon’s Prime Video, where he influenced brands like The Grand Tour and Clarkson’s Farm. Xicoia calls Whelan its inaugural significant hire.

Whelan has been tapped to drive the “expansion of AI actor Tilly Norwood and the advent of the Tillyverse, a vibrant, ever-changing digital realm where Tilly and a new wave of AI actors will thrive, collaborate, and create careers.” 

He will also lead a team in developing unique AI characters for use by Xicoia and its parent studio Particle6, and manage the creation of custom AI talent for third-party clients.

Whelan headed Prime Video's social growth across several regions and spent six years crafting EU-wide social strategies for shows like The Grand Tour and Clarkson’s Farm. 

During his time, he spearheaded YouTube formats — one, De Knop, transitioned into an Amazon Original.

Together with Eline van der Velden, who leads Xicoia and Particle6, Whelan's focus shifts to the Tillyverse. 

Norwood is Xicoia’s polemic AI actor, which has drawn criticism from prominent Hollywood figures and labor unions. 

Speaking exclusively to Deadline last year, van der Velden emphasized that AI actors won’t replace human actors as she outlined plans to create 40 varied characters in the AI actor domain, with Whelan now onboard.

Van der Velden stated she and Whelan will “jointly create something unprecedented.” “Tilly Norwood is more than just an AI entity — she embodies a persona, a brand, and a potential global sensation with an engaging storyline,” he remarked. “Mark will guide us in crafting all facets of her reality, from her comedic style, everyday experiences, and career paths to her interactions with fans on different platforms. The endeavor is set to be bold, whimsical, a bit unpredictable – and hard to miss.”