The Guardian · 30 Sep, 05:00 · Artificial Intelligence briefing

Reanimated AI Greta Garbo stars again … in a ball-bearing advert

Reports indicate that a hyper-realistic AI-generated likeness of the late actress Greta Garbo has been utilised in a commercial for ball bearings.

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The briefing

The story
in brief.

What happened, who it affects, and why it landed on our intelligence desk — in plain English, sixty seconds or less.

Reports indicate that a hyper-realistic AI-generated likeness of the late actress Greta Garbo has been utilised in a commercial for ball bearings. This development highlights the accelerating capability of generative artificial intelligence to replicate deceased celebrities for modern advertising campaigns. The story underscores the technological shift allowing brands to bypass traditional licensing hurdles by creating digital avatars. It serves as a stark example of how AI is reshaping content creation, raising immediate questions regarding consent, intellectual property rights, and the ethical boundaries of using digital likenesses for commercial gain in contemporary media landscapes.

Employer demand for AI in Marketing skills — indexed growth since 2019
Indicative index of skill mentions in professional job postings for the field this story moves (2019 = 1)

Your move

What this means
for your career.

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This signals a critical shift in digital rights and brand strategy. Professionals in marketing and law must now navigate complex ethical landscapes regarding digital likeness rights. You should prioritise understanding AI governance and intellectual property frameworks to mitigate legal risks. Upskill in AI Strategy to guide organisations through these ethical minefields. Legal experts must focus on emerging regulations around deepfakes and posthumous rights. Marketers need to balance innovation with brand safety, ensuring authentic engagement without alienating audiences through uncanny valley effects. Smart professionals will proactively develop policies on AI usage, positioning themselves as ethical leaders who can harness technology responsibly while protecting organisational reputation and complying with evolving global standards.

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Indicative salary uplift in the fields matched to this story
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