Swedish Ball-Bearing Maker SKF Revives Greta Garbo Using AI-Generated Likeness in Controversial Ad

SKF Brings Hollywood Icon Greta Garbo Back Through AI-Generated Advertisement

Swedish ball-bearing manufacturer SKF has released an AI-generated advertisement featuring a digital recreation of Hollywood icon Greta Garbo, who died in 1990 at age 84. The commercial shows an AI-generated likeness of the Swedish-American actress promoting the company's frictionless magnetic bearings used in data centers, cooling systems, and semiconductor applications. "Are we rolling?" the AI Garbo asks before delivering her pitch, dressed in slacks and a champagne-colored silk blouse.1

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SKF justified the campaign by referencing its historical connection to Greta Garbo, who appeared in a film over a century ago promoting Swedish industries abroad, including SKF. "One of my first films was for SKF, and now I'm back for my last," the AI-generated character states in the advertisement. The production was developed in collaboration with Garbo's estate and her family through their licensing company, Harriet Brown & Company Inc.1

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Source: NYT

Complex AI Technology Powers Deceased Star's Digital Resurrection

The creation process relied entirely on AI in media production without using archival photographs or footage of Greta Garbo due to copyright constraints. Per Nilsson, head of communication and brand at SKF, explained that the AI-generated likeness was created using text prompts describing observations of photographs and films. For image generation, the production team used Seedream 5 Pro from China's ByteDance and Google Gemini's Nano Banana Pro. Motion was generated using ByteDance's Seedance 2 and 2.5, along with Kling AI from Beijing-based tech firm Kuaishou.1

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Voice synthesis proved more challenging. The only archival film audio used was from one of Garbo's early films, for which SKF obtained permission. This audio trained the AI voice model, while a human actor helped achieve proper pacing and cadence. "I think we did it in a respectful way," Nilsson stated, emphasizing the company's collaboration with Garbo's estate throughout the process.1

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Mixed Reception Highlights Growing Concerns About Ethics of Using AI

Response to the advertisement has been sharply divided. While some viewers found the AI-generated likeness convincing, critics called it a ghoulish facsimile that failed to capture the actress's legendary charisma. Film critic Peter Bradshaw of The Guardian gave the clip a one-star review, writing "Poor Greta Garbo" and calling it "another reason to resent AI."1

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The controversy reflects broader concerns about deceased individuals' likenesses being used in commercial contexts. Henry Ajder, an AI advisor and researcher, called this trend "synthetic resurrection," noting that "AI has superpowered" what was already an established practice. Current stars are also expressing wariness. Actor George Clooney stated at the Venice Film Festival last month, "I would like to avoid being in a tampon commercial 20 years after I'm dead."1

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Societal Impact and Future Implications for Entertainment Industry

The SKF advertisement underscores how sophisticated AI is increasingly encroaching on media from script-writing to animation. Carl Bjernstam, a spokesman for SKF, defended the project by stating, "At SKF, we want our communication to be as innovative as our technology." He acknowledged that "portraying someone who is no longer here carries a responsibility" and that Garbo's estate was satisfied with the result.2

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This development raises critical questions about consent and authenticity in the entertainment industry. On social media, fan-made videos featuring deceased celebrities like Dolly Parton and Robin Williams have already triggered pushback from relatives. A photorealistic AI likeness of Val Kilmer will reportedly take the actor's place in a new film he had planned before his death. As AI technology becomes more accessible and convincing, the line between honoring legacy and exploiting likeness grows increasingly blurred, forcing society to confront uncomfortable questions about digital immortality and posthumous consent.2

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