Greta Garbo featured in SKF campaign for friction-free technology
Swedish bearing manufacturer SKF has launched a new campaign using AI to revive screen icon Greta Garbo, promoting the company's friction-free magnetic bearings and a unique energy savings-based payment model.
GÖTEBORG, Sweden – SKF is relaunching screen legend Greta Garbo, recreated using artificial intelligence, to promote the company's frictionless magnetic bearings and a unique payment model. The initiative revives a concept first pioneered by SKF in 1919, where customers pay for technology through the energy savings it generates.
The campaign aims to address the increasing pressure on industries to reduce energy consumption and enhance competitiveness. SKF estimates that approximately 20 percent of global energy is consumed overcoming friction in machinery and industrial processes. The company's magnetic bearings eliminate friction entirely, significantly reducing energy use, wear, and maintenance requirements.
The connection to Greta Garbo harks back to SKF's early years, when the film icon appeared in a company promotional film. Now, revived by AI, Garbo embodies SKF's values of daring to think differently and challenge conventions.
"Even the most innovative technology or the most customer-centric payment model is not enough on its own. The way we communicate must also be innovative and inspiring," said Rickard Gustafson, President and CEO of SKF. He added that Garbo's return helps draw attention to frictionless and energy-efficient technology.
SKF's magnetic bearings are utilized in applications such as data centers, cooling systems, and semiconductor manufacturing. They enhance operational reliability and enable smarter asset management when combined with AI-driven condition monitoring. By integrating energy-efficient technology, digital analytics, and new business models, SKF seeks to lower investment barriers and accelerate the adoption of sustainable and competitive solutions.