A few weeks ago outrage gathered around an “AI actress” called Tilly Norwood, an avatar being pitched to talent agencies as the future of acting. The character was created by Particle6, a UK production company, and everyone hated it.
The extensive media coverage, endless think pieces, and condemnations from unions were all predictable. The outcry was far louder and more impactful than its object.
We’ve been through the same cycle before with the fictional CGI influencer Lil Miquela. The account gained millions of followers in 2016. After the initial hubbub died down, every few years Miquela’s writers would manufacture some new controversial storyline, such as claims of assault or severe illness. The details don’t actually matter, as long as it gets attention.
This seems to be the case with Tilly Norwood, too. The thought that computers will replace actors and artists scares us so we angrily post about it. But if you look at Particle6’s output, you’ll be struck by just how bad it is — they’re clearly overselling their product! The longest video on their YouTube channel is a painfully unfunny, incoherent, AI-generated sketch. Anyone could make the same video using commodity AI tools. Someone with a modicum of taste could make a significantly better one.
Outrage is a great carrier for attention. The savvy will use this to their advantage, like Friend, who put up provocative ads for their AI microphone pendant: everyone who vandalized these ads inadvertently became a part of the marketing campaign. The less savvy, like Particle6, unwittingly stumble into the same funnel.
So, when the next AI band or AI actress or AI politician is announced: it’s probably crap, and will only go as far as you let it. Block and move on.