RuneScape creator Jagex in hot water over generative AI use in recent trailer

Jagex, developer of RuneScape, has withdrawn a promotional trailer after community backlash over apparent generative AI use. The Dragon Slayer 2 quest trailer, showcased during the company’s annual RuneFest convention, featured obvious AI artifacts including a character with six fingers and fantasy armor boots resembling Air Jordans—telltale signs of AI generation.

The controversy was particularly damaging to Jagex’s reputation because the developer had publicly reaffirmed its opposition to generative AI use just days prior. The incident also came shortly after another AI-related controversy involving a clothing collaboration with 100 Thieves.

In response, Jagex stated that a “trusted external partner” who had explicitly confirmed they would not use generative AI created the trailer. The company has removed the promotional material while conducting an urgent investigation. An official statement acknowledged that the situation “highlights an issue with our own processes which we must address,” indicating internal failures in oversight and partner management.

The backlash demonstrates the gaming community’s sensitivity to generative AI implementation, particularly when companies have positioned themselves against the technology. Jagex’s swift removal of the material and acknowledgment of process failures suggest the publisher is attempting damage control, though the incident undermines recent public statements about its AI stance.

RuneScape creator Jagex in hot water over generative AI use in recent trailer

Sources