SKF Uses AI and Greta Garbo in Campaign for Magnetic Bearings
SKF is launching a new campaign featuring Greta Garbo and AI to promote its friction-eliminating magnetic bearings. The company is also reintroducing a payment model from 1919 based on energy savings.
Gothenburg, Sweden – SKF has launched a new global campaign that uses artificial intelligence to bring iconic actress Greta Garbo back as the face of the company to promote its revolutionary magnetic bearings. This initiative aims to highlight technology that can eliminate friction, a major challenge in industrial energy consumption.
The campaign revives Garbo's connection with SKF, who appeared in one of the company's early promotional films over a century ago. The core message focuses on SKF's magnetic bearing solutions, designed to significantly reduce or eliminate friction, which accounts for approximately 20% of global energy usage in machinery and industrial processes. This addresses a critical sustainability issue for modern industry.
"Industry faces increasing demands to reduce energy consumption and enhance competitiveness," said Rickard Gustafson, President and CEO of SKF. "Our innovative magnetic bearings eliminate friction entirely, but we need to find new ways to make this technology more accessible."
Alongside the technological advancements, SKF is reintroducing a pioneering payment model from 1919. This model allows customers to finance their investments through the energy savings generated by the new technology over time. The magnetic bearings are utilized in applications such as data centers and cooling systems, reducing energy use, wear, and maintenance while increasing operational uptime. SKF aims to accelerate the adoption of sustainable and competitive solutions by combining advanced technology with innovative business models.