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AI-generated Greta Garbo appears in SKF ball-bearing advert

moviesSep 30, 2026281,175

Swedish ball-bearing maker SKF released a 99-second TV advert that uses an AI-generated recreation of Greta Garbo, and Peter Bradshaw in the Guardian condemned the film as a "bizarre, humourless" exercise that reduces the screen legend to a bland, robotic presenter. The ad opens with an elegiac profile shot of an AI Garbo, dressed in a silk blouse and slacks, who intones lines including "Are we rolling?" and a reference to her early work with SKF: "One of my first films was for SKF and now I’m back for my last." Bradshaw notes Garbo really did appear in a 1921 promotional film for SKF when she was 15, and reports the new AI likeness was created from existing images rather than feeding copyrighted moving footage into the model. The review calls the AI figure a "Stepford robo-star" and says the spot attempts a brand synergy between Garbo’s on-screen smoothness and SKF’s frictionless bearings but fails to capture her presence. Bradshaw adds that Garbo’s distant relatives may be open to licensing the likeness, which could let companies avoid negotiating with studios that control copyrighted film appearances. The piece closes by arguing that stronger guardrails are needed to regulate AI recreations of deceased performers.

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It’s particularly cruel to do this to Garbo, who protected her privacy and peace but it’s not surprising she was chosen. After all, she told the world “no” and AI pushers love to run roughshod over consenf www.theguardian.com/film/2026/se...

6769d ago
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