AI revives iconic actress for ad campaign

SKF, a Swedish ball bearing manufacturer, has used AI to recreate the image of late Hollywood star Greta Garbo for an advertisement. The ad, which features a virtual version of Garbo, has sparked both praise and criticism. Garbo, who passed away in 1990, last appeared on screen in 1941. SKF claims the AI-generated character was created without using historical footage, relying instead on text prompts and audio from a film she starred in. The project involved multiple AI tools, including Seedream 5 Pro, Gemini Nano Banana Pro, Seedance 2, Seedance 2.5, and Kling AI. Per Nilsson, SKF’s brand and communications director, emphasized the respectful approach taken. AI expert Henry Ajder called the project a form of 'synthetic resurrection.' British critic Peter Bradshaw gave the ad one star, calling it a sad tribute to Garbo. Actor George Clooney has also expressed concerns about the use of AI to resurrect deceased celebrities for advertising.