US state restricts AI actors as ‘terrifying’ non-human actress Tilly Norwood receives major backlash from A-listers

A US state has restricted the use of AI-generated 'actors' following a backlash against the fictitious Tilly Norwood.

Looking at Tilly Norwood's profile on Instagram you might be forgiven for thinking that she is an up-and-coming actor, but you would be wrong.

That's because Tilly Norwood does not actually exist, but is entirely AI-generated.

After gaining attention in the media, a large backlash has been mounted against the generation of non-existent performers using AI, including from many A-listers.

Some critics drew attention to the fact that it did not feel like a coincidence that the first 'actor' generated by AI was a young woman, with some pointing out that the AI character represents a woman who cannot get old or say no.

Now, another US state has just passed laws regulating the use of AI.

AI might be used to steal someone's likeness (Malte Mueller/Getty)

Unsurprisingly, the state is California, where new laws are intended to protect performers from having their likeness stolen through the use of generative AI.

California follows hot on the heels of New York, which implemented similar legislation in January 2025.

California governor Gavin Newsom passed two AI bills on 17 September, Assembly Bill 2602 (AB 2602) and Assembly Bill 1836 (AB 1836).

AB 2602 says it would be 'contrary to public policy if' a contract with an actor:

• 'allows for the creation and use of a digital replica of the individual’s voice or likeness in place of work the individual would otherwise have performed in person'
• there isn't a 'reasonably specific' list of all the ways the actor's likeness will be replicated by AI
• the actor isn't represented by either a union or their lawyer when they sign

This will clamp down on ambiguous contracts where actors might unwillingly be signing away their likeness.

Generative AI is becoming increasingly widespread (alexsl/Getty)

In this law a 'digital replica' means a 'computer-generated, highly realistic electronic representation that is readily identifiable as the voice or visual likeness of an individual.'

Meanwhile AB 1836 looks at people who have died, saying that it is illegal to use a deceased performer's 'voice or likeness in an expressive audiovisual work or sound recording' without prior consent from the actor's estate.

A famous example of this was voice of Darth Vader and Mufasa James Earl Jones, who signed over the right to use an AI-generated version of his iconic voice before his death.

The California laws don't ban the use of AI outright - they aim to provide real actors with some security that their likenesses will not be used without their consent.

They also don't limit fictional AI actors like Tilly Norwood who are generated using data collected from real people, but are not identifiable as a specific person.