SKF uses AI to recreate Greta Garbo for magnetic bearing campaign

Swedish engineering company SKF has launched a global campaign featuring a digitally recreated Greta Garbo, using artificial intelligence to bring the iconic actress back as the face of the company. The initiative highlights SKF’s development of innovative magnetic bearings designed to eliminate friction entirely through levitation principles.

Addressing the fact that approximately 20 percent of global energy is consumed to overcome friction in industrial processes, SKF aims to tackle this major sustainability challenge. To facilitate the adoption of this technology, the company is reintroducing a financial model originally pioneered in 1919, which allows customers to fund their investments using the energy savings generated by the new technology over time.