Why a century-old company is using an AI Greta Garbo to combat energy waste

Greta Garbo, lauded actor of Hollywood’s silent and Golden Era, stars in a new, highly unexpected role: the spokesperson for a cutting-edge initiative from global manufacturer SKF to change how the world pays for energy-saving technology.

In 1921, Garbo starred in one of SKF’s earliest promotional films, so consider this return a full-circle reunion of sorts. Now, the actress (or her AI form, at least) returns to the helm of the “Pay Like It’s 1919” campaign, which represents the fusion of SKF’s practical application of AI technology with a modern and undoubtedly attention-grabbing approach that’s a nod to the company’s 119-year-old legacy.

Of course, a lot has changed since then: Cars are now computers with wheels, and humans have landed on the moon not once, but six times. For SKF, though, the importance of pursuing more sustainable and efficient energy utilization — and making the means to do so accessible — has remained unchanged, a North Star for the future of energy. But don’t assume “pay like it’s 1919” means SKF is accepting vintage bills and cents, requiring a quick sprint to an antique store. They’re not bringing back the currency of yore… Well, at least not in the way you might be imagining. In 1919, SKF let companies pay with their energy savings — and they want to do it again.

“We may offer performance-based payment structures linked to energy savings, allowing parts of the investment to be paid over time,” says Annika Ölme, chief technology officer at SKF, of the initiative. “Each arrangement is assessed individually. The aim is to make energy-efficient technology easier to put to work.” In a campaign video, an AI-generated Garbo reiterates this logic plainly: “New inventions need new ways to reach the many.” (Garbo’s family and estate, Harriet Brown & Company Inc., were closely involved in the campaign’s development and approval of her portrayal, per SKF.)

SKF is a trailblazer in zero-friction manufacturing via its magnetic bearings technology, a method of eliminating friction from inside the machinery. In the industrial sector, friction looks like misaligned machinery or poorly lubricated mechanisms, and it’s estimated that 20 percent of the world’s energy is wasted overcoming friction in the manufacturing process. Observing the magnetic bearings, one might think it’s magic, but in layman’s terms, it simply relies on magnetic polarity to avoid mechanical contact between the rotating and stationary bearings. The shaft levitates within the bearing as it rotates at upwards of 80,000 revolutions per minute (RPM).

For manufacturers utilizing these bearings, the benefits of zero-friction technology may look like lower energy consumption, reduced maintenance requirements (magnetic bearings don’t require oil lubricants, nor do they experience wear), or a reduced carbon footprint. Harkening back to SKF’s commitment to sustainability, that reduced carbon footprint has become an entry point for any manufacturer considering integrating this technology — and “Pay Like It’s 1919” is an extra insurance policy to ensure the barrier to entry is lower than what is most often seen in the magnetic bearings industry.

“With ‘Pay Like It’s 1919,’ we are addressing the investment barrier,” Ölme says. “Our Fighting Friction initiatives extend that thinking to the barriers that prevent good ideas from making a difference. The ambition is consistent: help innovation reach the point where it creates value for industry and society.”