Swedish Manufacturer SKF Uses AI Likeness of Greta Garbo in Bearing Commercial

Commercial release and estate approval

Swedish industrial manufacturer SKF Group released a 99-second commercial on 30 September 2026 featuring a digital recreation of actress Greta Garbo. The Hollywood star, who retired in 1941 and died in 1990, appears as a digital spokesperson promoting frictionless magnetic bearings used in data centers, cooling systems, and semiconductor applications. The production was authorized by her estate and licensing firm Harriet Brown & Company Inc., which is managed by three surviving relatives.

Craig Reisfield, an estate manager and great-nephew of the actress, endorsed the digital recreation after reviewing the finished advertisement.

I was completely impressed: the mannerisms that they were able to capture and manipulate, her dress, her facial expressions and even her voice.

Generative production and technical workflow

To prevent copyright infringement involving archival studio footage, the production team avoided uploading existing photographs or films directly into generative tools. Instead, animators relied on descriptive text prompts detailing features such as Garbo's wavy blonde hair and facial structure across generative systems including Seedream 5 Pro and Google's Nano Banana Pro. Motion dynamics were generated through Seedance and Kling, while a live body double recorded physical movements through motion capture.

The voice was cloned from an archival recording taken from one of Garbo's early films. In accordance with European Union digital regulations, the commercial opens with an on-screen disclosure indicating that the content was generated using artificial intelligence. SKF spokesman Carl Bjernstam confirmed that the campaign aimed to match the company's communication with modern technical tools.

At SKF, we want our communication to be as innovative as our technology.

Historical ties and screen legacy

The marketing campaign references an early chapter in Garbo's acting career. In 1921, the actress appeared in an SKF promotional film in what was her second on-screen role before moving to Hollywood silent films and later sound productions such as Grand Hotel in 1932 and Camille in 1936.

Reisfield noted that Garbo managed previous technological shifts in cinema during her career, indicating that her estate remains open to potential film roles using artificial intelligence.

She was at the forefront of cinema during the silent era. She made the transition to talking pictures and dominated the box office. It is therefore not inconceivable to imagine her as an AI-powered actress.

Legal and industry reactions

The commercial generated mixed reactions among viewers and legal specialists. While some audience members praised the technical fidelity, others criticized the script and described the digital recreation as unconvincing. Firsh law firm founder Claire Poirson noted that while heirs hold moral and patrimonial rights to authorize likeness reconstructions, recreating an icon shaped by studio work involves complex questions of digital estate management. Similar posthumous digital likeness agreements include actor Val Kilmer, who died in April 2025 and whose family approved an AI recreation for the film As Deep as the Grave.