People

London-based AI talent pioneer Xicoia, established by Particle6 CEO Eline van der Velden, has officially named Mark Whelan as its Head of Strategy and Operations. This marking the studio's first major recruitment since its inception, Whelan makes the move from Amazon Prime Video to help spearhead the company’s next phase of growth.

Working alongside van der Velden, Whelan’s primary focus will be the global scaling of AI personality Tilly Norwood and the rollout of the "Tillyverse." This digital environment, set to launch later this year, is designed as a collaborative space where a new wave of AI-generated characters can build interactive careers and narratives.

Eline van der Velden, CEO of Xicoia, says: “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.”

Mark 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.”

Beyond managing Tilly Norwood’s trajectory, Whelan will lead the creation of new proprietary AI assets and handle bespoke commissions for external partners. Eline van der Velden concludes: “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.”