SKF Revives Greta Garbo with AI for Frictionless Bearing Technology Campaign
SKF has launched a global initiative featuring an AI-recreated Greta Garbo to promote its new frictionless magnetic bearing technology. The company is also reintroducing a payment model pioneered in 1919.
GOTHENBURG, Sweden – SKF is launching a global campaign utilizing an AI-generated likeness of Greta Garbo to highlight its new magnetic bearing technology, designed to eliminate friction entirely. Concurrently, the company is reintroducing a payment model first pioneered in 1919, which ties customer payments to energy savings.
The initiative aims to draw attention to SKF's technological advancements in addressing friction, a major contributor to global energy consumption, estimated at 20% in industrial processes. The new frictionless magnetic bearings promise reduced energy usage, wear, and maintenance, alongside increased operational availability.
"Industry is facing growing demands to reduce energy consumption, strengthen competitiveness and meet the needs of increasingly energy-intensive operations. Our innovative levitating magnetic bearings eliminate friction entirely," stated Rickard Gustafson, President and CEO of SKF. He emphasized the need to lower adoption barriers and make the technology more accessible, mirroring the company's approach a century ago.
SKF is deploying this technology in applications such as data centers, cooling systems, and semiconductor manufacturing. By integrating energy-efficient technology, digital intelligence, and novel business models, SKF seeks to accelerate the adoption of sustainable and competitive industrial solutions. The campaign was developed in collaboration with Greta Garbo's family and Harriet Brown & Company Inc., ensuring responsible handling of her legacy.