SKF Revives Greta Garbo with AI for Frictionless Technology Campaign
SKF has resurrected the image of icon Greta Garbo using AI to promote its new frictionless magnetic bearing technology. The company is also reintroducing a payment model from 1919.
Gothenburg, Sweden – SKF has launched a new global campaign featuring the iconic Greta Garbo, recreated through artificial intelligence. The initiative aims to draw attention to SKF's advanced magnetic bearing technology, designed to eliminate friction and significantly reduce industrial energy consumption.
The campaign brings back Garbo, who first appeared in an SKF promotion over a century ago. According to the company, Garbo's persona represents SKF's core values, including innovative thinking and challenging conventional methods. Friction is identified as a major sustainability challenge, accounting for approximately 20 percent of global energy use in machinery and industrial processes.
"Industry faces increasing demands to reduce energy consumption and strengthen competitiveness. Our innovative levitating magnetic bearings eliminate friction entirely. However, just as we did a century ago, we need to find new ways to lower adoption barriers and make the technology more accessible," stated Rickard Gustafson, President and CEO of SKF.
SKF is also reintroducing a payment model originally pioneered in 1919. This model allows customers to finance their investments through the energy savings generated by the technology over time. The company aims to accelerate the adoption of these energy-efficient solutions and mitigate their climate impact.
The magnetic bearings are utilized in applications such as data centers, cooling systems, and semiconductor manufacturing. This technology reduces energy usage, wear, and maintenance needs. Coupled with AI-driven condition monitoring, it offers enhanced asset management insights and promotes more sustainable industrial operations.