AceShowbiz - Xicoia, the pioneering AI talent studio behind the synthetic character Tilly Norwood, has appointed former Amazon Prime Video executive Mark Whelan as its new head of strategy and operations. This strategic hire comes amid the company's plans for rapid growth and the upcoming launch of the "Tillyverse," a multi-character digital universe slated to debut later this year.

Mark Whelan will collaborate closely with Eline van der Velden, CEO and creative lead founder of Particle6, the parent company of Xicoia. Van der Velden has previously shared ambitious goals for expanding their AI-driven entertainment footprint in Hollywood. Together, they aim to scale the studio’s vision by promoting Tilly Norwood and introducing a new generation of AI characters within an evolving, interactive digital ecosystem.

The "Tillyverse" is described by the studio as a dynamic, constantly evolving space where Tilly Norwood and other AI personas will coexist, collaborate, and develop careers. This innovative digital environment is expected to launch before the end of the year, marking a significant milestone in AI entertainment.

Before joining Xicoia, Whelan spent six years at Amazon, where he led social media expansion across multiple territories and crafted EU-wide social strategies for major shows including The Grand Tour and Clarkson's Farm. His expertise in storytelling, character development, and audience engagement will be critical to shaping the growth path of Tilly Norwood and the broader AI talent portfolio.

Van der Velden emphasized the importance of Whelan’s unique skill set, stating, "Mark is a brilliant storyteller with a rare skillset, and I couldn't be more excited to have him join Xicoia. He understands comedy, character-building, AI, audience behaviour and digital culture, which is exactly what Tilly – and the wider business – needs at this stage."

She further explained that Tilly Norwood transcends being just an AI character; she is envisioned as a personality, a brand, and an emerging global superstar with a compelling narrative arc. Mark Whelan will help craft every aspect of her world — from her humor and daily life to career decisions and fan interactions across platforms. The studio promises the experience will be bold, playful, somewhat chaotic, and impossible to ignore.

In response, Whelan described the role as a "once-in-a-lifetime opportunity." He highlighted the rapid evolution of AI technology and the need for innovative creative approaches, stating, "At Xicoia, we are not following an industry playbook; we are writing it." He noted that Tilly Norwood already has momentum, an engaged audience, and cultural relevance, and now the team is focused on expanding her story and universe.

Beyond driving Tilly Norwood’s growth, Whelan will oversee the creation of new proprietary AI characters for Xicoia and Particle6, as well as manage bespoke AI talent projects commissioned by third parties. This expansion reflects the studio’s commitment to shaping the future of AI-driven entertainment.

As the AI entertainment landscape advances, Xicoia’s strategy under Mark Whelan and Eline van der Velden aims to blend cutting-edge technology with creative storytelling, setting a new standard for digital talent and audience engagement worldwide.