Swedish technology company SKF has integrated artificial intelligence into a new advertising campaign to revive Hollywood film star Greta Garbo to promote modern magnetic bearings and an energy-saving subscription business model from 1919.
Greta Garbo AI Avatar Promotes SKF Industrial Tech
Founded in 1907, Swedish engineering giant SKF manufactures rolling bearings, seals, and lubrication systems. The company utilized modern artificial intelligence tools to recreate Greta Garbo (1905–1990) for its latest commercial promoting magnetic bearings. The choice of the iconic actress connects to her history before international fame, when she appeared in an early advertisement promoting Swedish industry, which included SKF at the time.
Reviving a Century-Old Financing Model for Energy Savings
Alongside the AI-generated campaign, SKF is reintroducing its business model from 1919. The historic framework allowed customers facing high upfront equipment costs to pay for technology investments incrementally using the exact funds saved on energy consumption. The modern campaign applies this same principle to current industrial upgrades.
Family Reaction to the AI Recreation
The project was developed in close collaboration with Greta Garbo’s family. Craig Reisfield, one of three relatives managing her estate and legacy, viewed the final AI version and shared his reaction with the Guardian. “I won’t say no, especially after what I saw. It’s quite unbelievable and realistic,” Reisfield stated. He noted that the captured behavior, clothing, face, and voice were impressive and moving. Regarding whether Garbo would have agreed to an AI performance, Reisfield added that she successfully transitioned from silent films to dominate sound cinema, making an AI-driven role a plausible continuation of her ability to captivate audiences. He emphasized that the estate’s managers maintained strict standards to protect her legacy throughout the collaboration.
Frequently Asked Questions About the Greta Garbo AI Campaign
Why did SKF feature Greta Garbo in its AI advertisement?
SKF used an AI recreation of Greta Garbo because she appeared in early promotional material for Swedish industry, including SKF, before launching her Hollywood career. The campaign promotes modern magnetic bearings.
What is the 1919 business model SKF is bringing back?
The 1919 model allows customers to pay for new technology investments gradually using the financial savings generated by reduced energy consumption.
How did the family of Greta Garbo respond to the AI commercial?
Craig Reisfield, one of the relatives managing her estate, stated that he was impressed and moved by the realism of the AI-generated voice, face, and behavior, noting it was a remarkable representation.
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