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

SKF advert review – let’s hope this dull AI Greta Garbo is not the future

The Guardian has published a critical review of a recent recruitment advertisement by industrial conglomerate SKF.

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The briefing

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The Guardian has published a critical review of a recent recruitment advertisement by industrial conglomerate SKF. The piece highlights the company’s use of an artificial intelligence-generated image featuring a figure resembling Greta Garbo, describing the visual as dull and uninspired. The article questions whether such generic, automated creative assets represent the future of corporate branding. It serves as a cautionary tale regarding the aesthetic and ethical implications of deploying generative AI tools without sufficient human oversight or creative direction in high-stakes professional communications.

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Indicative index of skill mentions in professional job postings for the field this story moves (2019 = 1)

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This backlash signals that technical competence in AI is no longer sufficient; you must also master brand safety and creative judgment. Professionals in marketing, HR, and communications must now understand the risks of automated content. You should upskill in ethical AI usage and creative strategy to avoid reputational damage. Smart professionals will audit their organisation’s AI guidelines immediately, ensuring human oversight remains central to external-facing materials. Develop skills in AI governance and strategic branding to differentiate yourself. Companies will value those who can navigate the tension between efficiency and quality. Do not treat AI as a black box; become the expert who ensures its output aligns with corporate identity and audience expectations.

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