Was the AI Actress Controversy Worth It? This Startup Says Yes.

Tilly Norwood caused quite a stir in Hollywood when she came on the scene last year. Here’s how her makers turned viral backlash into revenue.

EXPERT OPINION BY JOHN BRANDON, CONTRIBUTING EDITOR, INC.COM @JMBRANDONBB

Credit: Getty Images/ VICTOR HABBICK VISIONS/SCIENCE PHOTO LIBRARY

If you don’t know the name Tilly Norwood yet, you probably will soon. The AI actress burst onto the Hollywood scene in late September last year with a demo reel that looked hyper-realistic. 

You could sense it was different from all of the AI slop available today. The actress portrayed what seems like real emotion and a snarky attitude. Now, she’s back with a music video, but the real story here might be related to Particle6, the video production company behind it all. 

As with any business, even one that has been around for about 10 years but is just recently commanding far more attention (Norwood’s last video racked up 610,000 views), going viral is not always a recipe for success. In fact, it can be hard to turn clicks and views into revenue.

That’s why the story of Eline Van der Velden, the founder of Particle6 and Tilly Norwood’s creator, is so interesting. The one-time comedian and YouTuber has a knack for knowing what is trending and then turning that virality into actual business expansion.

How Canva Became the Power Player in the AI Design Wars

How Tilly Norwood helped Particle6 capitalize on fame

Van der Velden told me her company grew from five employees a year ago to 20 today, a 300 percent increase. Clients now include Amazon Prime, the BBC, and Apple TV+, among several others. The attention Norwood created with the media translated into more video production work.

“I’ve always tried to be in tune with the zeitgeist, creating content and art that represents the times and what people are feeling,” she says. “I was trained making YouTube sketches designed to go viral, so I learned early on how to cut through the noise. Making good content is about sparking conversation—as long as it starts a debate, I’ve done my job right.”

While she declined to share revenue details, the client roster is a sign that Norwood captured attention that led to more video production work for Particle6.

© Inc.com