Greta Garbo was portrayed with artificial intelligence: SKF advertisement sparked controversy
Quick Look
- Swedish company SKF used the digital version of Greta Garbo created with artificial intelligence in its ball bearing advertisement.
- After being pleased with the realism of the images, the family supported Garbo's appearance in future films.
- Critics described this practice as 'ghost exploitation' and demanded that the rights of dead artists be protected.
AI-generated summary
Why It Matters
Artificial intelligence technologies make it possible to digitally revive dead artists. This practice is controversial in terms of copyright and ethical boundaries.
The 99-second clip prepared for the ball bearing advertisement of the Swedish industrial giant SKF brought Garbo to life in the digital world. A similar application was also used for actor Val Kilmer, who died last year. Garbo's family welcomes the artificial intelligence version of the actress to appear in 21st century movies. Craig Reisfield, one of Garbo's relatives who manages her estate, stated that the images in the advertisement are extremely realistic.
How did they create it?
Due to copyright restrictions, no photographs or videos from Greta Garbo's old films were used. Instead, the AI was given written descriptions with words to describe Garbo, such as “ice blue eyes, wavy blonde hair, 1930s style.” Artificial intelligence produced a digital Greta Garbo face from scratch according to these recipes. A real human actor also appeared in front of the camera and played the role; Then, the computer placed the digital Garbo face produced by artificial intelligence over the real actor's face like a mask. In summary; old images were not copied, the digital face drawn from scratch with text descriptions was integrated into the movements of a real person. Garbo's voice was remodeled using artificial intelligence from an old film recording and used in the clip.
His heirs are satisfied
Although the ad sparked controversy, it also revealed the advanced level that artificial intelligence has reached. Reminding that Greta Garbo successfully transitioned from silent films to sound films in the past, her family is of the opinion that she will also adapt to artificial intelligence. The family states that the Swedish legend can return to cinema digitally with the right projects. The commercial also stays true to its spirit by ending with the star's unforgettable quote: "I want to be alone."
'Ghost exploitation'
Peter Bradshaw, the film critic of the Guardian newspaper, harshly criticized the artificial intelligence Greta Garbo advertisement, finding it "boring, soulless and strange". Describing the digital exhumation of the cinema legend as "ghost exploitation", Bradshaw emphasized that Garbo's legendary charisma was lost in the dull copy. The critic, who sees it as disrespectful for the artist's legacy to be used in a ball bearing advertisement, stated that he is worried that other giant names such as Humphrey Bogart will share a similar fate, and called for the rights of deceased actors to be protected.
What to Watch
AI outlook — possibilities, not facts
Laws on digital reanimation of dead artists will begin to be discussed in the EU
Likely · Within months
Open Questions
- How will legal regulations be introduced for such digital animations?
- Is it determined who decides who manages the estate of dead artists?
- How much financial return does SKF expect from this advertisement?
