In the commercial, Garbo appears as an elderly woman, wearing a champagne-colored dress, and says, "Are we rolling?" The character then reiterates her connection to SKF, mentioning that one of Garbo's first films was made to promote Swedish industry, including SKF.
It's worth noting that Garbo's image in the advertisement wasn't created from archived photos or videos of the actress. Due to copyright issues, the production team used text commands to generate the character's image using AI tools from ByteDance and Google.
ByteDance and Kuaishou's AI tools continued to be used to create the character's movements. Meanwhile, the AI-trained voice was based on Garbo's voice from an early film. This is the only archived footage of the actress used in the production and has been licensed by SKF.
According to Per Nilsson, SKF's head of communications and branding, the project was undertaken in collaboration with Greta Garbo's family and legacy to ensure the actress's image was appropriately portrayed.
Garbo was one of the most famous stars of Hollywood's golden age. She died in 1990, at the age of 84, after having withdrawn from film and public life since 1941.
AI expert and researcher Henry Ajder notes that using AI to recreate images of deceased individuals is becoming a noteworthy trend. He calls this phenomenon "synthetic resurrection," where technology allows figures who are no longer alive to continue appearing in public with new looks, voices, and movements.
Garbo's return in the SKF commercial is therefore not only a remarkable comeback of a cinematic legend, but also demonstrates the increasingly powerful capabilities of AI in recreating human beings. The technology opens up new avenues for advertising and communication, but at the same time raises questions about image rights, copyright, and ethical boundaries when a deceased person can be "brought back" to the public eye.
SKF's advertisement has actually received mixed reactions. Film critic Peter Bradshaw of The Guardian criticized the use of Garbo's image, while some contemporary actors expressed concerns about the possibility of their images continuing to be used posthumously.
Source: https://baotintuc.vn/huyen-thoai-greta-garbo-hoi-sinh-tren-man-anh-sau-36-nam-post1391092.html
