Greta Garbo has been digitally revived through advanced artificial intelligence technology to appear in a new commercial for SKF, a Swedish industrial company. The AI-generated version of the late Hollywood actress stars in an advertisement promoting ball bearings, marking a notable development in the use of digital recreations of deceased celebrities for commercial purposes.
The ad captures many of Garbo’s distinctive features, including her iconic voice and subtle facial expressions, showcasing the increasing sophistication of AI in replicating human likenesses with striking realism. Experts note that the animation successfully avoids the so-called “uncanny valley” effect—a phenomenon where near-perfect human simulations provoke discomfort—though some observers describe the result as compelling yet lacking true presence.
Garbo’s family granted permission for the project, though the ethical considerations surrounding the use of AI to resurrect public figures without their own consent remain a subject of debate. The broader industry is witnessing what has been termed the “resurrection economy,” where the commercial potential of bringing past icons back to life through digital means is growing rapidly.
This trend began in earnest with the 2012 holographic performance featuring Tupac Shakur at Coachella. Since then, similar ventures have proliferated, including the ABBA Voyage concert residency in London, where digital avatars of the band members have generated substantial revenue. Public interest has remained high, evidenced by strong reactions to recent holographic shows, such as the mixed response to an Elvis Presley exhibition in London last year.
The use of AI in entertainment and advertising extends beyond visuals. For instance, Netflix’s new game show Wonka’s the Golden Ticket features the AI-generated voice of the late actor Gene Wilder, while the voice and likeness of Val Kilmer are being recreated posthumously for a film role he was cast in before his death. AI technology continues to improve in capturing minute details of an individual’s mannerisms and speech patterns, enhancing the authenticity of such digital resurrections.
Beyond entertainment, AI has been applied to complete unfinished creative works by deceased artists, including music compositions like Beethoven’s 10th Symphony and unreleased tracks by Janis Joplin and Jimi Hendrix. Similarly, literary projects aim to revive the voices of iconic authors through AI-generated writing.
While these advancements open new avenues for creative expression and commercial innovation, they also raise complex questions about consent, artistic integrity, and the nature of nostalgia. Critics caution that blending nostalgia with AI-generated novelty may alter how audiences connect with cultural works, potentially diminishing the emotional resonance of revisiting authentic historical content.
Nevertheless, proponents highlight the transformative potential of AI to expand access to cultural heritage and reimagine historical figures in innovative ways. The digital revival of Greta Garbo underscores this evolving landscape, where technology blurs the boundaries between past and present in the entertainment industry.