Nintendo Says "My Mario" Ads Didn't Use AI. Here's What Marketers Should Learn
Nintendo has denied claims that generative AI was used in promotional images for its "My Mario" toy line. The company announced the U.S. launch for February 19, 2025, and shared photos of parents and kids playing with the products across social channels.
Some viewers flagged odd-looking hands in a few shots and assumed AI was involved. One of the campaign's models, Brittoni O'myah Sinclair, publicly denied any AI usage in comments, and Nintendo stated the campaign did not use generative AI.
What happened
Social posts promoting "My Mario" drew scrutiny over hand shapes that looked unusual. This sparked the familiar "AI or not?" debate. Nintendo says no AI was used, and a featured actress in the campaign backed that up.
Whether those hands were the result of angles, motion blur, or retouching, the takeaway for marketers is clear: perception drives the conversation long before facts catch up.
Why marketers should care
- Trust is fragile. A single odd detail can trigger AI suspicion and derail the message.
- Silence creates a vacuum. If you don't show receipts, the crowd will write its own story.
- AI anxiety is now part of creative QA. Even human-made assets will be judged through that lens.
Pre-launch creative checklist to reduce "AI panic"
- Run an "AI suspicion scan" in QA: hands, teeth, ears, jewelry, text on objects, reflections, and background symmetry.
- Keep verifiable provenance: RAW files, contact sheets, timestamps, and shot lists. Save post-production histories.
- Adopt content credentials: attach provenance metadata using standards like the C2PA framework (learn more).
- Secure model and crew confirmations in writing; prep approved quotes for fast release if questions arise.
- Limit aggressive retouching that triggers "AI tells." Natural wins over flawless.
If accusations hit, respond fast and show proof
- Acknowledge the concern directly. Don't dodge the AI question.
- Publish evidence: behind-the-scenes photos, brief process notes, and a clear statement on tools used.
- Have a central explainer you can link to from all platforms for consistency.
- Empower talent (with permission) to corroborate. Third-party voices increase credibility.
Proof beats PR. People aren't looking for poetry; they want to see how the work was actually made.
Set a simple, public AI policy for your brand
- When you don't use AI, say it plainly. When you do, disclose what and why.
- Align vendors and agencies on the same rules. Put it in contracts and SOWs.
- Train your social and support teams on approved language and escalation steps.
Context: AI debates are spilling into awards and studios
The AI topic isn't going away. Recent examples include an indie game losing awards over AI usage and major studios publicly stating they won't use Gen AI for core creative work. The standard is shifting from "Can we?" to "Will audiences trust it?"
Bottom line
Nintendo's stance is clear: the "My Mario" marketing wasn't generated by AI. The bigger story for marketers is the new bar for proof and perception. Build authenticity into your process so you're not scrambling to defend the work after it ships.
Level up your team's AI fluency
If you need a structured way to set policy, audit workflows, and upskill your marketing org, explore this resource: AI Certification for Marketing Specialists.
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