Key facts
- An AI version of Hollywood star Greta Garbo has appeared in a 99-second advertisement for Swedish industrial company SKF.
- The AI likeness was created using text prompts and a human actor, with Garbo's voice recreated from an early film recording.
- Garbo's second-ever film role was in a 1921 promotional film for SKF, a company based in Gothenburg.
- Craig Reisfield, a relative managing Garbo's legacy, expressed amazement at the lifelike quality of the AI performance.
- Several major film studios are investing in AI startups and collaborating with AI studios for film production.
An AI-generated version of Hollywood icon Greta Garbo has appeared in a promotional advertisement for the Swedish industrial company SKF, sparking discussions about the potential for deceased actors to star in future film roles. The technology used to recreate Garbo's likeness and voice has been described as lifelike and impactful by her relatives.
The 99-second SKF advertisement intersperses shots of ball-bearings with the AI Garbo, whose appearance and voice were meticulously recreated. Craig Reisfield, a relative who manages Garbo's legacy, expressed astonishment at the quality of the AI performance, noting that it captured her mannerisms, dress, facial features, and even her voice. This project stems from Garbo's second-ever film role in a 1921 promotional film for SKF, a company based in Gothenburg.
Unlike typical AI film-making, the creators did not use existing images of Garbo due to copyright concerns. Instead, they employed text prompts to generate her likeness, including her distinctive ice-blue eyes and wavy blond bob. A human actor then performed the role, with the AI-generated appearance overlaid. Her voice was recreated from a recording from an early film. The resulting AI performance is noted for surpassing the 'uncanny valley' effect.
This development occurs as major film studios increasingly invest in AI startups and collaborate with new AI studios. Directors like Ron Howard and Paul Schrader are exploring AI-enabled films, while a new generation of AI-native filmmakers are gaining traction outside the traditional studio system. Reisfield suggested that Garbo, who successfully transitioned from silent films to 'talkies,' might have embraced AI-enabled acting given her history of innovation and audience connection.
While Garbo's likeness has previously been used by fashion houses, this AI performance marks her first appearance in moving images. The SKF advert concludes with her iconic line from the 1932 film 'Grand Hotel': 'I want to be alone.'