SAG-AFTRA and Britain’s Equity union are pushing back against Tilly Norwood, an AI-generated “actress” who has become the center of a heated debate in Hollywood. The digital creation, developed by Eline Van der Velden’s Particle6 studio, drew sharp criticism after Van der Velden claimed several talent agencies had shown interest in signing her.

In a statement, SAG-AFTRA declared that “creativity is, and should remain, human-centered” and rejected any suggestion that Norwood qualifies as a performer. “Tilly Norwood is not an actor. She is a character generated by a computer program trained on the work of countless professional performers without permission or compensation,” the guild said, warning that synthetic performers “jeopardize livelihoods and devalue human artistry.” The union reminded producers that their contracts require notice and bargaining before any AI-generated performer can be used.

Across the Atlantic, Equity leaders raised similar concerns, focusing on the lack of transparency behind the data used to build Norwood. “Tilly is not an actress. She is an AI tool,” said organizer Shannon Sailing. General secretary Paul Fleming added that Equity is exploring data-protection measures, including GDPR, to force companies to disclose the origins of material used in training AI and to hold them accountable for how artificial performers are created.

Newly elected SAG-AFTRA president Sean Astin linked the controversy to last year’s 118-day strike, which secured new protections for actors against AI misuse. “This story has captured the imagination of people, but it’s not the first shoe to drop,” Astin said in an interview with Variety, promising to raise the issue in upcoming talks with the Association of Talent Agents. He noted that the union now has additional leverage thanks to California’s newly signed AI protections. Governor Gavin Newsom approved legislation last week aimed at regulating synthetic performers and safeguarding consent and compensation for human actors, a law strongly backed by the guild.

Norwood’s creator, Van der Velden, herself an actor, defended the project as a form of artistic experimentation rather than a replacement. “AI is a new tool, a new paintbrush,” she said. “Just as animation, puppetry, or CGI opened fresh possibilities without taking away from live acting, AI offers another way to build stories. Nothing — certainly not an AI character — can take away the craft or joy of human performance.”

Still, the reaction from Hollywood stars has been swift and overwhelmingly negative. Emily Blunt, shown an image of Norwood during a podcast interview, called the idea “terrifying” and pleaded with agencies not to represent synthetic performers. Whoopi Goldberg, Melissa Barrera, Kiersey Clemons, and Mara Wilson also voiced skepticism, with Goldberg telling audiences of The View: “You can always tell them from us. We move differently, our faces move differently, our bodies move differently.”

The controversy highlights the growing tension in Hollywood as artificial intelligence technology advances rapidly.