Xicoia, recognized as the world's pioneering AI talent studio and creator of the AI performer Tilly Norwood, has appointed former Amazon Prime Video executive Mark Whelan as its new head of strategy and operations.
In this role, Whelan will collaborate closely with CEO and creative founder Eline van der Velden of Particle6. Last year, van der Velden provided insights to The Hollywood Reporter regarding her vision for dominating the entertainment industry. Whelan's focus will be on advancing the studio's ambitious plans, starting with the rapid growth of AI character Tilly Norwood and the introduction of the Tillyverse. This vibrant, ever-evolving digital space will serve as a home for Tilly and a new cohort of AI characters, allowing them to interact, collaborate, and cultivate their careers. The launch of the Tillyverse is anticipated later this year.
Whelan comes to Xicoia after spending six years at Amazon, where he played a key role in expanding its social media presence across various regions and crafting EU-wide social strategies for high-profile projects like The Grand Tour and Clarkson’s Farm.
Expressing her enthusiasm, van der Velden remarked, “Mark is an exceptional storyteller with a unique set of skills, and I'm thrilled to have him on board at Xicoia. His deep understanding of comedy, character development, audience engagement, and digital trends is exactly what Tilly and our broader venture require at this pivotal moment.”
She emphasized, “We are on the brink of creating something entirely innovative. Tilly Norwood transcends being merely an AI character — she embodies a full-fledged personality, brand, and potential global icon with a captivating narrative. Mark's expertise will be vital in shaping every aspect of her existence, from her humor and daily activities to her interactions with fans on various platforms. The experience is bound to be bold, playful, and irresistibly engaging.”
Whelan described his new position as a “once-in-a-lifetime opportunity.”
“With AI advancing at remarkable speeds, the ability to fuse cutting-edge technology with groundbreaking creative ideas means we’re not just adhering to established industry norms at Xicoia; we are defining them,” he stated. “Tilly has already gained traction, an audience, and a cultural resonance. We are in the process of crafting her story and building her universe. It's a significant responsibility that brings a thrilling challenge, and I believe audiences will thoroughly enjoy what unfolds next.”
In addition to driving Tilly Norwood’s development, Whelan will also oversee the creation of new proprietary AI characters for Xicoia and Particle6, and lead initiatives to develop customized AI talent for external clients.