Could a legend from Hollywood's earliest days return through artificial intelligence — and should she?
That question is no longer entirely hypothetical after Greta Garbo's descendants indicated they may be open to allowing a digital version of the actor to take on new roles.
Here's what to know
Craig Reisfield, one of the three family members overseeing Garbo's legacy, did not rule out a future AI-assisted film appearance, saying, "I won't say no, especially having seen what I've seen. It's pretty incredible and lifelike. So what's to say that you can't bring Greta Garbo back in some kind of fashion in a film role?"
That openness follows a digital revival of Garbo for an advert by a Swedish industrial company, as the Guardian reported.
For the new 99-second SKF spot, the creators used models including China's Seedream and Google's Nano Banana Pro, then overlaid an AI-generated Garbo likeness onto a human performer.
The ball-bearings company also has a long history with Garbo. Her second screen appearance came in a 1921 promotional film tied to the Gothenburg-based firm.
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Seeing the finished advert left Reisfield "flabbergasted," adding, "I was totally impressed: the mannerisms that they could capture and manipulate, her dress, facial images and even her voice."
AI recreations of deceased performers have remained highly controversial, with some critics calling them "ghostploitation." Even so, major studios are investing in AI startups or partnering with new AI studios, and figures ranging from veterans like Ron Howard and Paul Schrader to AI-native filmmakers like Kavan the Kid and Gossip Goblin are already testing how far the technology can be pushed in production.
More background
Because Garbo's actual photos and footage were protected by copyright, the creators did not feed that material into the system. Instead, they relied on text prompts describing her features and built her voice from an early-film recording.
If filmmakers can convincingly recreate a star without directly ingesting archival footage, more estates and studios may see a path to licensing digital performances while staying within legal boundaries.
What's being done?
Reisfield said the people controlling Garbo's voice, name, image, and publicity rights are taking a careful approach, aiming to "preserve, protect, and enhance" her legacy while remaining "very discerning" about partnerships.
When asked whether Garbo herself might have welcomed another technological shift, Reisfield pointed to her history of adapting to change.
"She was at the forefront of cinema in the silent film era. She made the transition to 'talkies' and dominated box office receipts," he said.
Where can I learn more?
• Online viewers blasted AI videos of celebrities together as disrespectful to both living and dead stars.
• In Hollywood, creators sparked an AI actress backlash with unsettling claims about replacing performers.
• Morgan Freeman denounced AI-generated voices copying him as theft and a violation of consent.
• The team behind "The Brutalist" faced scrutiny over the concerning use of AI in post-production.
• AMC Theatres pulled an AI-generated short film after moviegoers mocked its theatrical run.
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