AI brings Greta Garbo back for SKF
“Swedish ball-bearings maker SKF has used artificial intelligence to recreate Hollywood star Greta Garbo for a new , reviving debate over the use of AI-generated likenesses of deceased cel…”
SKF said the AI character was created without using Garbo’s archival photographs or footage because of copyright concerns. Developers used AI tools from Byte. Dance, Google and Chinese firm Kuaishou to generate the image and motion, while Garbo’s voice was recreated using audio from one of her early films, with permission.
The campaign was developed with the Greta Garbo estate and her family. AI researcher Henry Ajder described the technology as “synthetic resurrection,” while critics, including film critic Peter Bradshaw, questioned the use of AI to recreate deceased performers.
Actor George Clooney has also expressed concern about the use of performers’ likenesses after their deaths.
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