In 2023, the Indian news industry was taken by surprise when an Odia news channel introduced Lisa, an AI-powered news anchor.
Across Asia and Europe, similar AI presenters began reading news bulletins, attractive, ageless, and working round the clock without salaries. Their arrival sparked concern among human counterparts about the future of traditional media roles.
Fast forward to 2025, and the entertainment industry is experiencing a similar revolution. At the Zurich Summit, held during the Zurich Film Festival, audiences were introduced to Tilly Norwood, an AI-generated actress created by Xicoia, a spin-off from Particle6.
Promoted as the “next Scarlett Johansson or Natalie Portman,” Tilly has already attracted the attention of international talent agencies. Her first appearance, in the comedy sketch AI Commissioner, explored the future of television with a playful tone, while Tilly’s social media presence signals a new era of AI-driven performers.
Even Hollywood actors are taking notice. Emily Blunt, on a podcast, expressed disbelief and alarm at Tilly’s lifelike presence. “No, are you serious? That’s an AI? Good Lord, we’re screwed,” she said, stressing concerns about losing human connection in the industry.
AI in Indian Cinema
India is also experimenting with AI in filmmaking. The announcement of Chiranjeevi Hanuman – The Eternal, billed as India’s first fully AI-generated feature film, received mixed reactions.
Veteran director Shekhar Kapur praised AI’s potential to democratize filmmaking, saying it allows creators to produce content with minimal resources. Filmmaker Shakun Batra cautioned that AI should complement, not replace, human creativity.
AI tools have already been used in mainstream Indian films, such as Kalki 2898 AD, where Amitabh Bachchan was de-aged for flashbacks. Brands and YouTube creators are testing AI avatars and virtual influencers, highlighting how quickly technology is advancing. However, not all artists are enthusiastic.
Musicians like AR Rahman and Shaan have raised ethical concerns over voice cloning and AI-generated performances. Filmmaker Anurag Kashyap warned that AI could erode creativity in the industry.
Opportunities and Challenges
For small- and mid-budget productions, AI offers cost-effective solutions—generating background actors, performing stunts, or de-aging stars without expensive visual effects. Yet it raises important questions: Will AI limit opportunities for newcomers? Will audiences accept non-human performers? Can AI ever replicate the charisma and cultural influence of stars like Rajinikanth, Mammootty, or Shah Rukh Khan?
The global entertainment industry is rapidly embracing synthetic talent. With AI stars like Tilly Norwood signing with agencies, Indian cinema faces a major choice: how much to embrace pixel-perfect technology versus preserving the irreplaceable charm of human.
