Update #2 [Fri 9th Jan 2026, 10:50 pm]:
A representative from Nintendo has issued a statement clarifying that no artificial intelligence was utilized in the creation of the promotional imagery for the ‘My Mario’ campaign.
Further Developments:
Update #1 [Fri 9th Jan 2026, 7:02 pm]:
One of the models depicted in the marketing initiative has addressed allegations regarding the use of AI in the formation of these images.
Brittoni O’myah Sinclair, recognizable in a photograph holding a tablet, asserted via Instagram that “As one of the models, I can promise you this is not AI, guys.” Grateful acknowledgment is extended to Jon Cartwright for shedding light on this matter on X.
The model claims it isn’t pic.twitter.com/1R4jzqwVlU— Jon Cartwright (@JonComms) January 9, 2026
Special thanks to Solid_Python for bringing this matter to our attention.
Original Story:
On the previous day, Nintendo announced plans to launch its ‘My Mario’ collection in the West next month, accompanied by an engaging marketing campaign depicting joyful families testing the products.
However, online discourse quickly ignited suspicions regarding the employment of AI in these visuals—details noted by The Gamer.
In numerous promotional images, observers pointed out inconsistencies, particularly with the anatomy of hands.
One model was seen with a thumb appearing disproportionately bent, while another image drew criticism for the proportionate length and positioning of fingers.
In recent years, hands have become a significant indicator or “litmus test” for identifying generative AI, given the technology’s challenges in accurately depicting their configuration or quantity.
This scrutiny was notably applied to Nintendo’s latest campaign, which provoked a barrage of responses on Twitter, with numerous users accusing the company of relying on “AI slop.”
However, the situation may not be as straightforward. While the aforementioned thumb does appear unusual, it is plausible that this discrepancy stems from a mere post-production editing blunder—upon further inspection, the other hands appear to be proportionate.
Several users emerged in Nintendo’s defense amid the burgeoning AI allegations. One remarked, “I know the hands may look weird, but that’s what hands do lol,” on Bluesky, adding, “We’ve reached a junction where any unusual hand positioning is immediately attributed to AI.”
been seeing people throw ai accusations around and i just gotta point out how dumb it is
i know the hands may look weird but that’s what hands do lol…. i stg we’ve gotten to the point where if you bend your hand in a weird way it’s automatically ai
The four images from the @NintendoStoreUS announcement were analyzed using both NoteGBT and Decopy AI detectors, which utilized varying methodologies.
The widely scrutinized ‘odd thumb’ image was assessed with a 63.84% to 82% probability of AI generation, in contrast to the remaining three images, which scored below 1%.
Another tool, ZeroGBT, estimated a mere 3% possibility of AI involvement in the thumb depiction, while the remaining photos exhibited a 97% chance of digital modification. Hence, a meticulous approach to interpretation is warranted.
Notably, the digital modification process using tools like Photoshop remains standard in contemporary marketing imagery.
It is highly likely that virtually every Nintendo promotional material undergoes some form of post-shoot refinement, and thus, these peculiar hand positions might merely be artifacts of such adjustments.
Efforts have been made to contact Nintendo of America for further clarification, with updates pending.
This occurrence is not Nintendo’s inaugural brush with AI allegations. In May, a spokesperson clarified to Eurogamer that “AI-generated images were not utilized in the development of Mario Kart World,” dismissing speculation that AI placeholders influenced various billboards and signage within the game.
Miyamoto has previously expressed that Nintendo aims to pursue an alternative path compared to the industry’s general approach toward AI implementation in game development.
Source link: Nintendolife.com.
