I just watched the B-roll footage again, and while hairworks wasn't turned on for most things, it was certainly turned on for Geralt and I believe maybe even Vesemir. This is likely a byproduct of the "high" setting where hairworks is only being applied to major characters.
On ultra, I'd expect hairworks to be applied to minor NPCs as well as monsters and animals..
Hairworks was not on at all, don't know exactly where it was confirmed but it was on the forums.