Xicoia, the world's first AI talent studio and creator of AI performer Tilly Norwood, has hired former Amazon Prime Video head of strategy and operations, Mark Whelan, to scale the studio's ambitious vision and launch the Tillyverse, a dynamic, constantly evolving digital universe where Tilly and a new generation of AI characters will live, collaborate, and build careers. Wielan will work directly with CEO and creative lead founder Eline van der Velden of Particle6 to scale this ambitious vision. He joins from Amazon where he led its social expansion across numerous territories and spent six years shaping EU-wide social strategy for major brands.