Studio behind AI character Tilly Norwood taps Amazon’s Mark Whelan to grow ‘Tillyverse’

Particle6 CEO Eline van der Velden’s AI studio Xicoia has tapped former Prime Video executive Mark Whelan as head of strategy and operations.

Mark Whelan

Whelan will work with CEO and creative lead van der Velden to develop the studio’s AI character Tilly Norwood and launch the ‘Tillyverse’ later this year.

The concept is described as a digital universe in which Norwood, whose launch caused huge controversy in Hollywood last year, and other AI characters will “live, collaborate and build careers,” according to the company.

Whelan, who has over a decade of experience across digital entertainment, social media and comedy, will be tasked with developing new AI characters for use by Xicoia and Particle6.

He joins from Amazon-owned Prime Video, where he served as senior social operations manager, having joined as a social media video manager in 2020.

During his tenure, he launched YouTube formats such as De Knop, which eventually grew into a Prime Video original.

Prior to Prime Video, Whelan spent five months as a producer at Particle6, the production company set up by van der Velden in 2015. Before that he was a comedy producer at Third Leg Studios, where he wrote and directed sketches for a YouTube channel he co-founded.

His background also includes senior video roles at Hollabox, Culture Trip and Your Life, as well as an early development role at Objective Productions.

Van der Velden, CEO of Xicoia, said: “He understands comedy, character-building, AI, audience behaviour and digital culture – which is exactly what Tilly and the wider business needs at this stage.

“Together, we’re building something entirely new. Tilly Norwood isn’t just an AI character, she’s a personality, a brand and a future global superstar with a compelling narrative arc.

“Mark will help us craft and shape every layer of her world, from her humour, daily life and career choices to how she interacts with fans across various platforms. It all promises to be bold, playful, a little chaotic – and impossible to ignore.”

Whelan added: “Becoming a lead architect of the Tillyverse is genuinely a once-in-a-lifetime opportunity. AI is evolving at breathtaking speed, and combining cutting-edge tech with ambitious creative thinking means we’re not following an industry playbook at Xicoia – we are writing it.”