The New York Times · 1 Oct, 16:14 · Artificial Intelligence briefing

Swedish Company Uses A.I. Likeness of Greta Garbo in Ad

A Swedish corporation has launched a commercial campaign featuring an artificial intelligence-generated likeness of the late actress Greta Garbo.

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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.

A Swedish corporation has launched a commercial campaign featuring an artificial intelligence-generated likeness of the late actress Greta Garbo. This initiative represents a significant development in digital marketing, where deepfake technology and synthetic media are increasingly utilised to create engaging brand narratives. The move highlights the growing intersection of heritage branding and advanced generative AI tools. For professionals, it signals a shift in how historical figures and intellectual property might be leveraged in modern advertising strategies, raising important questions about authenticity, consumer perception, and the evolving landscape of creative production in the digital age.

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.

Every headline redistributes opportunity. Here is who this one rewards — and how to be on the right side of it.

This development demands that you scrutinise the ethical and legal frameworks surrounding digital likeness rights. Professionals in marketing and creative industries must now understand the technical capabilities and regulatory risks of generative AI. Your ability to navigate these complex issues will become a critical differentiator. Prioritise upskilling in AI strategy and digital marketing to stay ahead. You should actively engage with compliance standards and ethical guidelines to protect your organisation from reputational damage. Smart professionals will advocate for transparent usage policies and invest in training that bridges creative vision with technological responsibility. Ignoring this shift risks obsolescence in a rapidly evolving media landscape. Adapt now to lead rather than follow.

For this story, the fields that convert it into pay are AI in Marketing, Digital Marketing, AI Strategy and Compliance And Governance — exactly the programmes matched below. The chart shows the indicative salary uplift certified professionals report in each of those fields; every one of them is a click away, from £79, finishing in as few as 20 days.

Indicative salary uplift in the fields matched to this story
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