Nintendo has refuted claims that generative AI was employed in promotional images for its new My Mario toy line. The company announced the product's US launch for February 19, 2025, amid social media ads featuring families interacting with the toys. Concerns arose over the realism of hands in the photos, but Nintendo and a featured model have both denied AI involvement.
Nintendo announced on January 8, 2025, that its My Mario toy products would become available in the United States starting February 19. The announcement included social media promotions showing parents and children engaging with items from the lineup, such as customizable Mario figures.
Viewers quickly raised suspicions of generative AI use, particularly pointing to the depiction of adults' hands in the images, which appeared unnatural to some observers. One of the models in the campaign, Brittoni O’myah Sinclair, addressed the issue directly by commenting on Nintendo's Instagram post, denying any generative AI involvement.
In response to inquiries from Insider Gaming, Nintendo confirmed that no generative AI was utilized in the marketing materials. This statement comes as discussions around AI in gaming intensify. For instance, the game Clair Obscur: Expedition 33 lost its awards at The Indie Game Awards due to AI-generated elements. Similarly, Larian Studios, known for developing Divinity: Original Sin, has pledged not to incorporate generative AI tools into concept art or dialogue writing.
The My Mario line represents Nintendo's expansion into interactive toys, allowing users to design their own Mario characters. While the controversy highlights growing scrutiny over AI in creative industries, Nintendo's denial aims to reassure fans of traditional production methods.
