Xicoia, the AI talent studio home to Tilly Norwood, has made its first major hire, enlisting former Prime Video executive Mark Whelan as head of strategy and operations.
Xicoia was founded by Particle6 CEO Eline van der Velden. Whelan will work with her on scaling the studio’s reach, beginning with the expansion of AI actor Tilly Norwood and the launch of the Tillyverse. The digital universe will be home to a new generation of AI characters. Whelan will also lead the development of new proprietary AI characters for use by Xicoia and Particle6 and oversee the creation of bespoke AI talent commissioned by third parties.
Van der Velden commented, “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. 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. Tilly already has the momentum, an audience, and the cultural spark. Now we’re writing her story and building her universe. It’s a huge responsibility — but an incredibly exciting one. I think the world is going to have a lot of fun watching what happens next.”
Van der Velden concluded: “With Mark on board and the Tillyverse preparing for launch, Xicoia is moving decisively from concept to cultural force and Tilly Norwood’s story is only just beginning.”
