SKF Uses AI to Reintroduce Greta Garbo in Campaign for Magnetic Bearings
Swedish industrial company SKF has reintroduced the iconic actress Greta Garbo through artificial intelligence as part of a global campaign promoting its innovative magnetic bearing technology. These bearings eliminate friction entirely, offering significant energy savings and sustainability benefits. The initiative also revives an early-20th-century payment model where customers repay investments based on energy savings generated by the technology. SKF CEO Rickard Gustafson emphasized that reducing energy consumption is a growing priority for industries facing increasing operational demands. By leveraging AI to reimagine Garbo, who was featured in SKF's original 1919 marketing campaign, the company aims to inspire broader adoption of frictionless and sustainable solutions across sectors like data centers and cooling systems. The campaign highlights how combining energy-efficient technology with digital intelligence can reduce investment barriers while accelerating sustainability goals. The initiative is developed in collaboration with Garbo’s family and Harriet Brown & Company Inc., ensuring responsible use of her legacy.
Topics: branding innovation sustainability technology