Xicoia, the world’s first AI talent studio – founded by Particle6 CEO Eline van der Velden – has announced its first major hire: former Amazon Prime Video executive Mark Whelan, who joins as Head of Strategy and Operations.
Whelan will work directly with CEO and creative lead van der Velden to scale the studio’s ambitious vision – beginning with the rapid expansion of AI actor Tilly Norwood and the launch of the Tillyverse, a dynamic, constantly evolving digital universe where Tilly and a new generation of AI characters will live, collaborate and build careers. The Tillyverse is set to launch later this year.
Bringing more than a decade of experience across digital entertainment, social media, comedy and global content strategy, Whelan joins from Amazon Prime Video, where he led its social expansion across numerous territories and spent six years shaping EU-wide social strategy for major brands including The Grand Tour and Clarkson’s Farm. During his tenure, he spearheaded innovative YouTube formats — one of which (De Knop) evolved into an Amazon Original — and played a key role in scaling audience engagement across multiple platforms.
Prior to Amazon, Whelan built a reputation as a comedy producer at Third Leg Studios, where he wrote and directed sketches for an award-winning YouTube channel he co-founded. His background also includes senior video roles at Hollabox, Culture Trip, and Your Life, as well as an early development role at Objective Productions. Whelan also had a previous short stint as a producer at Xicoia’s sister company, Particle6.
A few short months after Tilly was revealed to the world, this appointment now signals a period of rapid acceleration. Xicoia isn’t just experimenting with AI talent — it’s building IP at scale and redefining how talent is created, developed and experienced in the AI era.
Eline van der Velden, CEO of Xicoia, said, “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.”
Alongside spearheading Tilly Norwood’s growth, Whelan will lead the team in the development of new proprietary AI characters for use by Xicoia and Particle6, as well as oversee the creation of bespoke AI talent commissioned by third parties, positioning Xicoia at the forefront of the rapidly emerging AI entertainment economy.
Eline van der Velden concluded, “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.”
