SKF uses AI-generated Greta Garbo in new advertisement, raising concerns about AI ethics

AI Resurrects Greta Garbo for SKF Ad

The Swedish ball-bearings company SKF has released a 99-second television advertisement that features an AI-generated likeness of the late actress Greta Garbo. The AI Garbo appears in a silk blouse and slacks, delivering lines about the industrial product. The ad concludes with a joke referencing Garbo's well-known desire for solitude.

Historical Context of Garbo's Association with SKF

The choice of Greta Garbo for the advertisement is based on a historical connection. In 1921, at the age of 15, Greta Gustafsson (her birth name) briefly appeared in a promotional film for SKF. This earlier appearance was part of her work in women's clothing commercials, which eventually led to her film career.

Criticism of the AI Portrayal

The AI-generated Greta Garbo has been described as a 'bland, mediocre undeadness' and a 'Stepford robo-star.' Critics argue that the AI version lacks the nuance and impact of the real Garbo, presenting a humorless script that attempts to link the 'frictionless' nature of ball-bearings with Garbo's perceived 'smoothness.' The ad's dialogue includes the AI Garbo stating, 'One of my first films was for SKF and now I’m back for my last.'

Implications for Celebrity Rights and AI Ethics

The creation of the AI Garbo is reportedly derived from existing images and pictures rather than her movie appearances. This approach might allow SKF to negotiate with Garbo's distant relatives instead of corporate movie studios, who hold copyright-protected intellectual property related to her image. The use of AI to recreate deceased celebrities for commercial purposes raises ethical questions regarding digital rights, consent, and the potential for exploitation of public figures' legacies.