Swedish industrial technology firm SKF has brought classic Hollywood icon Greta Garbo back to the screen using artificial intelligence for a new magnetic bearings marketing campaign. Founded in 1907, the manufacturer integrated AI-generated likeness technology into its advertising to spotlight modern industrial components while reviving a historical business model from 1919.
Greta Garbo’s Return in SKF AI Industrial Campaign
Greta Garbo appears in a contemporary SKF advertisement promoting new magnetic bearings, a project developed in close cooperation with the late actress’s family. Before rising to international film stardom, Garbo appeared in an early promotional film for Swedish industry, which at the time included SKF. The current campaign utilizes modern artificial intelligence tools to recreate her appearance, voice, and mannerisms for the commercial rollout.
Craig Reisfield, one of three relatives responsible for managing Garbo’s legacy, reviewed the AI-generated version prior to its release and shared his perspective with the Guardian. “I won’t say no, especially after seeing this. It’s quite unbelievable and realistic,” Reisfield stated, noting his astonishment at the accuracy of the digital recreation. “The demeanor the creators were able to capture, the clothing, the face, and her voice—it was very impressive. And also emotional, because I knew her.”
Managing the Hollywood Legacy Through AI Technology
“She was a star in the silent era. Then she transitioned to sound films and dominated the box office. To envision her as an artificial intelligence actor, given her track record and ability to captivate, is not that far-fetched,” Reisfield said. He emphasized that the estate’s rights administrators maintained strict oversight throughout the production process to protect her historical image.
Reviving a 1919 Business Model for Modern Industrial Efficiency
Alongside the AI advertising campaign, SKF is reintroducing a commercial structure first deployed in 1919. The model allows customers hesitant about high upfront equipment costs to finance their technology investments gradually through the energy savings generated by the new installations. The modern rollout applies this historic financing approach to the company’s latest lineup of industrial magnetic bearings and lubrication systems.
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