Blog One
As an emerging PR professional who wants to work in the film industry, it is my responsibility to understand how AI is changing it. Take a look at my blog!
The Cost of AI in the Film Industry
What an AI “actress” reveals about the future of film
By: Javelle McKenzie
When you’re preparing to enter the film industry, you start paying attention to the shifts in technology that could redefine it. As a public relations major at the University of North Texas’ Mayborn School of Journalism, I’m constantly thinking about my future in entertainment. That’s why the conversation around artificial intelligence in the film industry caught my attention so quickly. AI is actively reshaping the industry. When I first learned about Tilly Norwood, an AI-generated “actress,” I realized this was a problem that needed to be addressed now.
AI in Film Isn’t New, but AI “Actors” are
We have always seen technology in films. From CGI to motion capture, innovation has pushed the industry forward for decades. What makes Tilly Norwood so significant is that “she” isn’t a tool used by actors. This is a tool that may replace actors. Norwood was created by Particle6’s AI division, Xicoia. She is being marketed as real talent with a complete backstory and social media presence. This raises a serious question about what it means to “perform” without being human.
Caption: Tilly Norwood has sparked debate over creativity in Hollywood.
Source: https://www.instagram.com/p/DT0l1eBjEsb/?igsh=M3U4MWhlMnI2M3A1
The Real Fear is About Consent and Labor
The backlash against AI performers hasn’t come out of nowhere. SAG-AFTRA publicly condemned the concept of AI actors, arguing that creativity must remain human-centered and warning that synthetic actors could undermine labor protections. Many actors worry their likeness, voice, or performance style could be replicated without consent. That fear was and still is a major issue. It was especially prominent during the 2023 Hollywood strikes. From a PR perspective, this is a messaging failure on the industry’s part. Innovation without transparency doesn’t inspire excitement. It creates distrust.
Banning AI Won’t Work, but Regulating It Will
Some people will argue that AI should outright be banned in film, but history shows that bans rarely stop technology. Norwood’s creator has framed her as a creative experiment rather than a replacement for human actors, comparing AI actors to animation or CGI. Academic research supports this middle ground, emphasizing that AI should function as a tool that enhances creativity rather than replaces it. Clear guidelines, consent policies and credit standards would do far more to protect artists than pretending AI doesn’t exist.
Caption: Actors and writers protest AI use, demanding consent and higher pay.
As someone entering the film industry through public relations, I see AI as both a challenge and a responsibility. Storytelling has always been human at its core and whether the future of film depends on remembering that. The question isn’t whether AI belongs in Hollywood, but who gets to decide how it’s used.
About the Author
Javelle McKenzie is a public relations major at the University of North Texas, minoring in Marketing. She aspires to work in the film industry and is currently writing her own fantasy novel. Writing and storytelling have been central to her identity, beginning with a high-school broadcasting class. When she’s not writing, Javelle enjoys drawing, playing video games and watching movies.
Javelle McKenzie (All rights reserved)