Jagex, the studio behind the long‑running MMORPG RuneScape, has publicly responded to the discovery that a recent trailer for the Dragon Slayer II quest in RuneScape 3 incorporated generative artificial intelligence. The trailer, which debuted at the company’s RuneFest event, quickly attracted scrutiny after members of the community spotted several uncanny elements that hinted at AI‑generated imagery. Eurogamer first reported the findings, and Reddit users subsequently identified a number of tell‑tale signs, such as a hand rendered with six fingers and a pair of medieval‑style boots that bore an uncanny resemblance to modern Air Jordan sneakers. These anomalies prompted a broader conversation about the role of AI in game promotion and development.
In a formal statement, Jagex clarified that the trailer had been created by an external vendor that the company had previously classified as a "trusted partner." According to the developer, this partner had explicitly assured Jagex that no generative‑AI tools would be employed in the production of the video. Despite those assurances, the final product evidently contained AI‑generated components, prompting Jagex to remove the trailer from all official channels while a full investigation is underway. "Our stance at Jagex is unequivocal: we do not employ generative AI to craft our games, artwork, or any creative assets, and we will not knowingly permit its use on our behalf," the statement read. "This is the second incident in rapid succession where concerns about generative AI have surfaced through partners we trusted, underscoring a weakness in our internal processes that we must address immediately." The company went on to explain that, following the conclusion of RuneFest, it will be undertaking a comprehensive overhaul of its review and approval workflows.
Jagex intends to collaborate directly with community creators to ensure that the narrative of Dragon Slayer II is delivered at a level of quality that matches the significance of the update. By commissioning content from the player base, the studio hopes to reaffirm its commitment to human‑driven creativity and to distance itself from any future reliance on AI‑generated visuals. Jagex also referenced a prior incident involving the esports organization and lifestyle brand 100 Thieves, where generative AI was similarly used in a collaborative project without the developer’s consent.
"We are as outraged as you are about this," the statement continued. "We would never have approved the use of AI in any design work.
We do not replace our artists and developers with generative tools, we do not embed AI in our marketing, and we will not allow it in our merchandise or partner relationships." The developer emphasized that RuneScape—and all of Jagex’s titles—are built by skilled individuals, and that the human element of craftsmanship remains a core value. Earlier in the year, James Dobrowski, Jagex’s Senior Vice‑President of Product, told GamesIndustry.biz that the company maintains a strict policy: "No generative AI will ever appear in any asset that a player can touch, hear, or feel.
There will be no AI‑generated content in the game experience itself." Dobrowski clarified that Jagex is open to using AI for internal tooling and efficiency improvements, such as automating repetitive tasks or streamlining production pipelines, but draws a firm line when it comes to creative decision‑making. "We want to make our staff’s work easier and produce better content, but we do not want AI to drive the creative vision," he said.
To enforce this policy, Jagex has launched external audits with a variety of partners to verify that generative AI is not slipping into game assets or promotional material. The company is actively engaging with these partners to confirm that no AI‑generated elements are being used in ways that could reach the end‑user. "Our commitment is so strong that we are now conducting a thorough audit and holding conversations with every external collaborator to ensure that AI is not being employed inappropriately in any work that could filter through to the final product," Dobrowski added. The controversy arrives at a time when the gaming industry as a whole is grappling with the rapid advancement of AI technologies.
While many studios see potential in AI for tasks like texture generation, animation assistance, or quality‑of‑life improvements for developers, there is a growing concern among artists, players, and regulators about the ethical implications of AI‑generated content, especially when it is presented as human‑crafted work. Jagex’s response highlights a broader industry tension: balancing the efficiency gains offered by AI with the need to preserve artistic integrity and maintain transparency with audiences. By pulling the trailer, initiating a process review, and committing to community‑driven content creation, Jagex is signaling that it intends to keep the creative heartbeat of RuneScape firmly in human hands.
The incident also serves as a cautionary tale for other publishers that rely on third‑party agencies for marketing assets. Even when a partner is deemed "trusted," there must be robust verification mechanisms to ensure compliance with internal policies on AI usage. As AI tools become more accessible and their outputs increasingly realistic, the line between human and machine‑generated art will continue to blur, making rigorous oversight essential.
In summary, Jagex has taken decisive steps to address the misuse of generative AI in a recent promotional video, removed the offending material, and pledged to revamp its review procedures. The studio reaffirmed its dedication to human creativity, clarified the limited contexts in which AI may be employed internally, and launched an audit of all external collaborators.
The situation underscores the challenges the gaming sector faces as it navigates the evolving landscape of AI, and it will likely influence how other companies manage partnerships and content creation in the months ahead.