In recent years, artificial intelligence (AI) has gone beyond optimizing algorithms to shaping faces and careers. After music, publishing and e-commerce, it's now the turn of fashion and cinema to be turned upside down by the arrival of AI virtual models and 100% digital actors. The most striking example? Tilly Norwood, an "actress" who has Hollywood in a frenzy, even though she exists only in pixel form.

At Artcare, an AI agency and R&D studio specializing in the creation of virtual mannequins and immersive solutions for fashion and e-commerce, we're keeping a close eye on this revolution. This article aims to explore this phenomenon and show how it's already transforming the customer experience, while enhancing fashion e-commerce AI and brand communication strategies.

Tilly Norwood: a face designed by algorithm

In just a few months, Tilly Norwood has gone from digital nothingness to media coverage. Her Instagram account has over 4,000 followers; every video is dissected by the studios. Her face - deliberately "girl next door", a current trend in Los Angeles - was modeled entirely by AI by Dutch producer Eline Van der Velden, founder of London studio Particle 6.

At the Zurich Film Festival (September 25 - October 5, 2025), Van der Velden presented his new start-up Xicoia, which will feature only virtual actors. For many professionals, this AI-generated short film shown on September 27 was a shock: realistic, expressive and ridiculously inexpensive.

"AI is a major asset in our industry. There are no more creative constraints," said Van der Velden at the end of the round table.

These words echo what's already happening in the fashion industry, where AI virtual models are multiplying.

When AI fashion goes Hollywood

AI fashion is a pioneer when it comes to artificial characters. Since 2019, virtual models such as Shudu Gram or Lil Miquela have accumulated millions of subscribers and posed for Balmain, Prada or Calvin Klein. According to a study by Lyst (2024), 36% of luxury brands have already collaborated with digital avatars.

This trend is no longer confined to image campaigns: it now affects thee-commerce experience, with "virtual try it on" tools that enable customers to preview a garment on an avatar in their own image or on an AI-styled mannequin. The result: +22% average conversion rate, according to a Shopify 2025 study.

At Artcare, we have observed that brands that integrate our AI virtual mannequins into their online catalogs see :

+30% more time spent on product pages,
+18% engagement on social networks,
and a significant reduction in logistical costs (shootings, travel, touch-ups).

The benefits of AI virtual models

Unlimited personalization
Each virtual model can be custom-designed: morphology, skin tone, age, style, attitude. Brands can finally represent all diversities without being limited by the constraints of physical casting.
Inclusiveness and representativeness
In a context where consumers demand more inclusive images, AI makes it possible to create avatars that reflect all identities. This diversity is a key factor in engagement and loyalty.
Agility and sustainability
Virtual photo shoots reduce waste and carbon footprint. A complete shoot can be completed in a matter of hours, with virtually zero CO₂ footprint, compared with several days for a traditional shoot.
Omnichannel consistency
An AI avatar can appear simultaneously on an e-commerce site, in a DOOH campaign, on Instagram or in the metaverse. This guarantees a consistent visual identity across all media.

A paradigm shift for brands

The rise of AI virtual models and digital actors like Tilly Norwood is forcing professionals to rethink their strategy. It's no longer a question of replacing humans, but of enriching the creative offering and optimizing costs.

In e-commerce AI fashion, the impact is already measurable:

Reduced time-to-market: a virtual mannequin can be used for several collections in just a few clicks.
Experience scripting: brands can imagine interactive virtual fashion shows, augmented reality fittings and generative campaigns that evolve according to customer data.
New business models: avatar rental, personalization for influencers, NFT exclusive collections.

Artcare, pioneer and brand partner

At Artcare, we position ourselves as an AI R&D studio and agency dedicated to virtual mannequins and immersive solutions. Our expertise covers :

Creation of 100% AI avatars for campaigns and catalogs,
Development of "virtual try it on" experiences for e-commerce sites,
Strategic consulting to integrate AI fashion into customer journeys.

By working with Artcare, brands benefit from a creative and technical team capable of combining aesthetics, performance and innovation.

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Virtual models: Tilly Norwood, the avatar who's shaking up Hollywood